Brand Tone

Irreverent, Witty, Confident, Bold, Approachable, Playful, Direct, and Uncomplicated

Brand Values

• •Individuality & Self-Expression
• •Humor & Fun
• •Originality & Non-Conformity
• •Australian Made/Designed
• •Simplicity & Clarity (in design)

Best Practices

• •Develop a "Miscreant's Lexicon": Create a list of on-brand words and phrases (e.g., "cheeky," "poke fun," "statement," "uncommon," "if you know, you know") and, just as importantly, words/phrases to avoid (e.g., overly formal language, clichés unless used ironically, generic descriptions).
• •Write for "The One Who Gets It": Always frame copy as if speaking to someone who shares the brand's irreverent sense of humor and appreciation for subtlety. This helps maintain the "insider" feel.
• •Embrace Understatement and Wit: The brand's preference for simple designs that don't distract from the message should extend to its copy. Favor cleverness and dry humor over loud or overly enthusiastic claims.
• •Storytelling from the Founder's Perspective: Incorporate the "miscreant" origin story and the founder's personal approach to design into copy where appropriate. This adds authenticity and reinforces the playful, individualistic tone.
• •Consistency Across All Channels: Ensure the established tone is uniformly applied everywhere – website copy, product descriptions, social media captions, email marketing, and any customer service interactions. Regular audits can help maintain this consistency.

Social Perception

Cool, edgy, and for individuals with a specific sense of humor who appreciate subtle or niche statements.

Copy Examples

• •Headline: Don't Be a Sheep. Wear One. (If they have a sheep design, playing on their "Sheep!" collection). Body: Tired of the same old flock? Our tees are for those who think outside the paddock. Get the joke? This one's for you. Shop MSCRNT. Aussie designed, globally understood (by a select few). Call to Action: Find Your Statement.
• •Headline: Normal is Overrated. Body: We're MSCRNT. We make tees that say what you're thinking, especially if what you're thinking is a little cheeky and pokes fun at the so-called 'norm'. Based in Sydney, designed for the discerning miscreant. Call to Action: Embrace Your Inner Miscreant.
• •Headline: Black. White. And Read All Over (If You Get It). Body: Life's complicated enough. Your t-shirt design shouldn't be. MSCRNT delivers thought-provoking, uncommon designs in classic monochrome. Because the message is the statement. Call to Action: Shop the Collection.
• •Social Media Post (Image: Person wearing a MSCRNT t-shirt with a subtle, witty design): Caption: That moment when someone *actually* gets your t-shirt. Priceless. Our Venn Diagram collection is for those who appreciate the overlap of wit and style. What's your statement? #MSCRNT #StatementApparel #AussieMade #IfYouKnowYouKnow #MonochromeMagic Call to Action: Link in bio to shop.
• •Product Description (for a specific tee): Name: The 'Corrected' Tee Description: For those moments when political correctness needs a little... adjustment. This tee doesn't shout, it smirks. Made from 100% premium cotton for a feel as good as your subtle rebellion. Designed in Sydney for miscreants with a cause (even if that cause is just a good laugh). Details: Black, bold, and brilliantly understated.