Brand Tone

Playful & Humorous, Colloquial & Relatable, Proudly Singaporean, Approachable & Friendly, Nostalgic (at times)

Brand Values

• •Celebration of Local Culture
• •Authenticity
• •Joy & Positivity
• •Quality & Thoughtful Design
• •Connection & Community

Best Practices

• •Create a "Singlish & Brand Lexicon": Develop an internal guide of commonly used Singlish terms, brand-specific phrases, and their appropriate contexts. This ensures consistency even if multiple people are writing copy. Include "dos and don'ts" for cultural sensitivity.
• •Immerse in Local Culture: Encourage copywriters to stay updated with current Singaporean slang, trends, and cultural conversations. This keeps the copy fresh, relevant, and genuinely resonant.
• •Write for Your "Kaki" (Friend): Advise writers to adopt a conversational style, as if speaking to a Singaporean friend. This helps maintain the approachable, friendly, and colloquial tone. Avoid overly formal or corporate language.
• •Balance Humor with Clarity: While humor is key, ensure the core message (product benefit, call to action) is always clear. The wit should enhance, not obscure, the product's value.
• •Review and Iterate with a "Local Eye": Have native Singaporean speakers or those deeply familiar with the culture review copy before it goes live. This helps catch any nuances that might be missed or phrases that don't quite land, ensuring authenticity and appropriateness.

Social Perception

Locally Loved, Uniquely Singaporean Souvenirs, Creative & Fun, Niche Appeal, Good Quality Gifts

Copy Examples

• •Product Launch (New Bag): Carry a bit of SG pride wherever you go! Our new 'Chope King/Queen' Tote is here – spacious enough for your barang-barang and guaranteed to reserve your seat in style. Hoseh boh?! Confirm good! (Tone: Humorous, Colloquial, Proudly Singaporean)
• •Social Media Post (General Engagement): Feeling a bit blur like sotong today? Grab our 'Steady Pom Pipi' mug for your kopi fix! What's your go-to Singlish phrase to power through the week? Share below! #HosehboHSG #SinglishEveryday (Tone: Playful, Relatable, Engaging)
• •Website Banner (Seasonal Promotion): Don't say bojio! Get your Hosehboh fix this holiday season. Perfect gifts that scream 'Singapore!' for your kakis near and far. Shiok savings inside! (Tone: Colloquial, Urgent, Value-driven)
• •About Us Snippet (Highlighting Values): At Hosehboh, we believe everyday things can be extraordinary. We're all about celebrating the little quirks, the unique lingo, and the vibrant heart of Singapore. Good designs, good vibes, good lah! (Tone: Authentic, Joyful, Proudly Singaporean)
• •Email Marketing (New Collection): Eh, check it out! Your everyday just got a dose of Hosehboh goodness. Our latest collection just dropped, packed with more uniquely Singaporean wit and charm. From T-shirts that talk the talk to accessories that add that extra 'atas' touch. Spoil market, or spoil yourself? (Tone: Friendly, Humorous, Intriguing)