Brand Tone

Humorous, witty, and self-aware; playful, trendy, and highly relatable to urban millennial/Gen Z culture, using informal language and popular culture references.

Brand Values

• •Humor & Self-deprecation
• •Trend-Consciousness
• •Community & Relatability
• •Boldness

Best Practices

• •Continuously monitor social trends, memes, and lifestyle shifts within the target demographic to inspire new products and content, ensuring the humor always feels current.
• •Actively encourage and feature customers' photos of their decorated trees to reinforce community value and provide authentic social proof.
• •Consistently use terms and reference scenarios that resonate specifically with the target audience to foster a sense of being part of an inside joke.
• •Maintain a conversational and informal tone across all platforms, avoiding corporate jargon, to mimic the voice of a witty friend.
• •Ensure copy is punchy, short, and witty, complementing strong visuals rather than being overly descriptive, especially on visual-first platforms like Instagram and TikTok.

Social Perception

Perceived as a fun, innovative, and "must-have" brand for the holiday season; trendy and desirable, signifying being in on the joke and having a modern, humorous approach to life.

Copy Examples

• •Your Christmas tree called. It's bored. Time for an upgrade from basic baubles to things you *actually* love. Like oat milk lattes and ignoring your responsibilities. Our new collection is live. You're welcome.
• •POV: You promised you'd have a 'minimalist' tree this year. Oops. 🤫 #yupindeboom #kerst #relatable
• •Make Your Tree Tell a Story. Or at least a very funny joke. The 2025 Ornament Collection has landed. Shop the hype before your neighbor does.
• •Warning: May cause extreme tree envy. Ready to be the undisputed champion of Christmas? Our new, ridiculously relatable ornaments are here to make your tree the main character. From your favorite cocktail to that cargo bike you see everywhere, we've got it all.
• •Tired of the same old Santas and snowflakes? So were we. Yup in de Boom makes ornaments that reflect *your* life. Celebrate the holidays with a touch of humor and a tiny espresso martini. Click to shop the collection that has everyone talking.