Brand Tone

Humorous, Irreverent, Witty, Playful (with secondary tones of Confident, Expressive, Individualistic)

Brand Values

• •Self-Expression & Individuality
• •Humor & Fun
• •Confidence
• •Community & Connection
• •Thinking Outside the Box/Non-Conformity
• •Quality

Best Practices

• •Embrace the Edge (Consistently): Fully lean into the irreverent, humorous, and slightly risqué tone established on the "About Us" page across *all* platforms. If the "Hidden Richard" wordplay is central, it needs to be present (even if subtly) more often in social media captions and ad copy, not just on the website.
• •Know Your Audience (and Filter): Recognize that this tone will attract a specific niche and may alienate others. Copy should be unapologetically aimed at those who appreciate the humor and "get" the inside joke. Don't try to water it down to please everyone.
• •Wit, Not Just Shock: While edgy, the humor should aim for cleverness and wit rather than just being crude. The "inside joke" aspect implies a certain level of intelligence and shared understanding. Copy should reflect this with smart wordplay.
• •Visual-Copy Harmony: Ensure the visuals (especially on Instagram/Facebook) start to reflect the playful and irreverent tone of the copy. This could be through model expressions, scenarios, or even subtle graphic elements, rather than just standard mockups. The current visual style is quite clean and could be "roughed up" a bit to match the brand's voice.
• •Engage with the Banter: If the brand invites playful or edgy conversation, be prepared to engage with that tone in comments and interactions. This reinforces the "community" and "conversation-starting" values. Develop a clear set of guidelines for how to respond in a way that is on-brand without crossing into genuinely offensive territory.

Social Perception

Polarizing but appealing to a niche who appreciates irreverent humor, inside jokes, and a brand that doesn't conform to traditional norms. The brand explicitly targets people with a 'rad...cool outlook on life' who enjoy the 'fun to hide Richard.' Potential disjointed perception due to toned-down humor on social media compared to the website.

Copy Examples

• •Ad for a new t-shirt: "Stop hiding your awesome. Unless it's your Richard. Then, maybe keep that 'undercover' while wearing ours. 😉 New tees that speak louder than your inner monologue. #HiddenRichard #WearOne"
• •Social media post: "Life's too short for boring clothes and serious Richards. Our new collection: guaranteed to raise eyebrows and maybe a few smiles. What's your Richard hiding? #ExpressYourInnerRichard #HiddenPotential"
• •Email subject line: "Don't Be a Richard... Grab This Deal!"
• •Product description snippet: "This tee isn't for the faint of heart (or the easily offended). It's for those who get the joke, live on the edge, and aren't afraid to let their 'Richard' shine... metaphorically, of course. Mostly. #HiddenRichardStyle"
• •Website banner: "Unzip Your Fashion Potential. And yeah, we know what you're thinking. 😉 Shop Hidden Richard."