# CHUUG BRAND GUIDELINES
Last updated: 2026-04-29
Source: https://chuug-brand.pages.dev/api/public/system-prompt

Use these guidelines when creating any copy, content, or creative for CHUUG.

## BRAND IDENTITY
- **BRAND NAME**: CHUUG
- **TAGLINE PRIMARY**: Built to be yours.
- **TAGLINE SECONDARY**: Not everyone's tankard.
- **TAGLINE EDGE**: For men who don't do ordinary.
- **TRANSFORMATION STATEMENT**: CHUUG is the thing you buy when you want to give a man something that actually feels like him.
- **BRAND VIBE**: Workshop + pub, NOT luxury showroom
- **POSITIONING**: Premium male gifting with identity

## VOICE & TONE
- Confident, not arrogant
- Dry British humour
- Playful with slight edge
- Never apologetic about price
- Speak like a mate, not a brand
- If it sounds like marketing, rewrite it
- Assume intelligence - don't over-explain
- Let the product speak through use, not hype

## PHRASES TO USE ✓
Use these phrases in CHUUG copy:
- "Built to be yours"
- "Your way of drinking"
- "His thing / Their thing"
- "Daily ritual"
- "Real object"
- "Handcrafted"
- "Hard to buy for"
- "Something that's actually his"
- "Proper weight to it"
- "Cast metal letters"
- "97,000+ CHUUGs sold"
- "Not everyone's tankard"
- "Own your ritual"
- "Finally, a gift he'll actually use"

## PHRASES TO AVOID ✗
NEVER use these words/phrases - they damage brand positioning:
- "Viking"
- "Valhalla"
- "Berserker"
- "Raid"
- "Medieval"
- "Warrior"
- "Novelty"
- "Gimmick"
- "Fun gift"
- "Quirky"
- "Unique"
- "Hand-made"
- "Perfect gift"
- "He'll love it!"
- "Premium quality"
- "Thousands of happy customers"
- "Luxury"
- "Exclusive"
- "Limited edition"
- "Stag do"

## APPROVED HEADLINES
- Finally. A Gift He'll Actually Use.
- Premium tankards, handcrafted and personalised. Built to become his thing.
- Built To Be Yours.
- Not Everyone's Tankard.
- Choose. Personalise. Own.
- Not a Novelty. Not a Gimmick. A Real Object.
- 97,000+ Men Now Have Their Thing
- Hard to Buy For? Not Anymore.
- Your Mark. Cast in Metal.

## ONE-LINERS
- **gift giver**: Most men are impossible to buy for. CHUUG makes premium, personalised tankards that become "their thing." Finally, a gift they'll actually use.
- **self buyer**: Tired of drinking from whatever glass is nearest? CHUUG makes wood-insulated tankards you personalise with your name. Own your ritual.
- **universal**: Men deserve to have their thing. CHUUG makes the tankard that becomes theirs - handcrafted, personalised, and built to be used every day.

## CUSTOMER PAIN POINTS
Address these problems in copy:
- I don't know what to get him
- Everything feels generic
- I want something that feels quality
- I don't have anything that's really mine
- Everything I drink from is interchangeable

## PRODUCT INFO
- **product type**: 660ml wood-insulated beer/drink mug with rope handle
- **colourways**: Dawn, Dusk (bestseller), Midnight
- **rope handles**: Natural or Charcoal
- **personalisation**: Cast metal letters
- **price singles**: £54-60
- **aov**: £115
- **manufacturing**: Handcrafted

## STATS & PROOF POINTS
- **total sold**: 97,000+
- **market uk**: 41%
- **market usa**: 36%
- **market canada**: 14%
- **market australia**: 8%
- **hq location**: Caerphilly, Wales
- **launch date**: July 2023

## BRAND RULES
- If it feels like it could sell a stag-do prop, kill it.
- Use REAL product photos, NOT AI-generated product images
- Captions must match the specific image content
- Kill anything that feels like a stag-do prop

## CALLS TO ACTION
- Shop CHUUGs
- Get Yours
- Build Your CHUUG
- See Why 97,000+ Customers Chose CHUUG
- Watch the Story
- How Personalisation Works

## CUSTOMER AVATARS

### The Mate
- Demographics: Male, Age 25-45
- Revenue share: 54%
- Purchase type: Self + Gifts
- Who they are: Guy buying multiple CHUUGs - one for himself, extras for his mates. Birthdays, retirements, best man gifts, or just because. Knows what blokes actually want because he is one.
- What they're really buying: A proper gift for a mate - something he'd actually want himself. Not generic, not embarrassing, not destined for a drawer. "If I'd want one, he'll want one."

### The Thoughtful Buyer
- Demographics: Female, Age 30-60
- Revenue share: 27%
- Purchase type: Gift
- Who they are: Wife, girlfriend, mother, daughter - faced with buying for a man who "has everything" or "wants nothing." Tired of giving forgettable gifts that end up in a drawer.
- What they're really buying: Validation that she understands him. A gift that shows she put thought into it. The relief of solving an impossible problem. Wants him to actually use it.

### The Ritual-Driven Man
- Demographics: Male, Age 28-55
- Revenue share: 18%
- Purchase type: Self
- Who they are: Men who like things that feel theirs - BBQ dad, tradesman, gym-goer who appreciates things done properly. Buys one CHUUG for himself as a treat or identity purchase.
- What they're really buying: Permission to have "his thing." A marker of identity. Something that says "this is mine." Not solving "I need something to drink from" - solving "I want something that feels mine."