Brand Tone

Empowering, Educational, Proud, and Inclusive.

Brand Values

• •Community, Collaboration & Connection
• •Language Revitalization & Visibility
• •Economic Sovereignty
• •Authenticity & Education

Best Practices

• •Lead with "Why": Always connect the product back to the mission. Whether it's a social media post or a product tag, reiterate the purpose: language visibility, economic reclamation, and community.
• •Educate, Don't Assume: Use every piece of copy as a micro-lesson. Briefly explain the meaning of the Ojibwe words. Utilize QR codes and links to provide deeper context and show respect for the language.
• •Embrace an Inclusive "We": Write in a way that invites everyone into the community. Use phrases like "Join the conversation," "Let's reclaim space together," and "For Indigenous peoples and our allies." This makes the brand feel like a movement, not an exclusive club.
• •Use Storytelling: Center the brand's narrative and the stories of the entrepreneurs you feature. People connect with the journey of founder Chelsee Pettit and the "why" behind each collaborating brand. Share these stories authentically.
• •Maintain a Modern, Minimalist Aesthetic: The copy's tone—clean, confident, and direct—should match the visual identity of the products. Avoid overly ornate or academic language. The voice is modern, proud, and accessible, just like the streetwear itself.

Social Perception

Authentic, Trailblazing, and Impactful.

Copy Examples

• •More than a hoodie. It's a statement. 'Mino Bimaadiziwin' isn't just a phrase, it's a way of life. Every thread is a piece of our story, bringing Anishinaabemowin to the streets where it belongs. Wear the language, share the story, and join the conversation. #aaniin #MinoBimaadiziwin #WearYourLanguage
• •Meet the Boontoon Tote. Designed for your daily journey, this tote is your reminder to place Indigenous culture at the forefront of everything you do. Made from durable canvas and featuring the Ojibwe word for "to place it," it's more than a bag—it's a space for what matters. Strong, versatile, and purpose-driven.
• •It's more than hello. It's aaniin. ✨ A look inside our mission, our community, and the pieces that start conversations.
• •Your Support is a Statement. Looking for a way to support Indigenous communities? It starts with a simple 'aaniin' (hello). When you shop with us, you're not just buying a piece of clothing—you're funding Indigenous entrepreneurs and amplifying Indigenous voices. Be an ally in style. Shop the collection.
• •Aaniin means "hello." What other Anishinaabemowin words do you want to see on our next drop? Use the question box to let us know! We're listening. 👇