Brand Tone

Irreverent & Profane, Humorous & Sarcastic, Direct & Bold, Anti-Establishment & Rebellious, Confident & Unapologetic

Brand Values

• •Humor & Fun
• •Self-Expression & Authenticity
• •Quality
• •Originality & Novelty
• •Customer Satisfaction

Best Practices

• •Embrace Profanity (Strategically): Don't shy away from the explicit language that defines the brand. It's expected and part of the appeal. However, ensure it serves the humor and isn't just gratuitous.
• •Keep it Humorous and Witty: The core of the brand is its comedic take on apathy. Copy should aim to be funny, sarcastic, and clever.
• •Be Direct and Unapologetic: Mirror the "zero fucks given" attitude in the copy. Avoid overly soft, corporate, or euphemistic language. Get straight to the point.
• •Know Your Audience: Write for people who appreciate this type of humor. The copy should resonate with their sense of rebellion and fun.
• •Maintain Quality in Communication: While the tone is irreverent, the communication (like the products) should still be clear, concise, and free of errors (unless intentional for comedic effect). This builds trust, even with a profane brand. The brand states they care about customer service.

Social Perception

Positive for Target Audience, Niche Appeal, Memorable & Unique, Associated with "Not Caring"

Copy Examples

• •Tired of pretending to care? Now you can LITERALLY give Zero Fucks. High-quality coins for those moments when words (or f*cks) fail you. Get yours and tell the world to spin on it.
• •NEW DROP: The 'Official Asshole' Coin. Because sometimes, you've just gotta own it. Tag a mate who’s earned this badge of honor. Warning: may cause uncontrollable laughter or an official designation.
• •Don't Give a F*ck About Our Prices? Maybe You Will Now - XX% OFF!
• •Zero Fucks Coin: Arming you against dumb-asses and assholes since [Year of Inception]. Made in the USA, for when you've truly run out of fucks to give.
• •Ever felt like someone's opinion was worth about two shits? Now you can show 'em. Our 'Shit Coins' – because sometimes, that’s all the fucks you have to give. Hilariously detailed, surprisingly hefty, and guaranteed to make a statement (or a stink).