Brand Tone

humorous, nostalgic, and proud

Brand Values

• •Cultural Pride
• •Community & Connection
• •Humor & Playfulness
• •Authenticity

Best Practices

• •Embrace "Taglish": Seamlessly integrate English and Tagalog phrases or slang where it feels natural. This authenticates the voice and deepens the connection with the community.
• •Lead with a Shared Memory: Start captions or ads with a relatable experience (e.g., "Remember when your Lola said..."). This immediately draws the audience in through nostalgia.
• •Use Humor as a Bridge: Center the copy around witty observations and inside jokes about Filipino culture. The goal is to make your audience smile and feel understood.
• •Keep it Community-Centric: Frame the copy with inclusive language like "we," "us," and "our community." Ask questions to encourage engagement and sharing of stories in the comments.
• •Focus on Pride, Not Just Products: The copy should sell more than a T-shirt; it should sell a feeling of pride and belonging. Highlight how wearing the gear is a statement of identity and a celebration of heritage.

Social Perception

largely positive, viewed as a creative and celebratory voice for the Filipino diaspora. Customers and followers engage enthusiastically, sharing similar experiences. The brand is seen as a fun way to express "Pinoy pride." Products are perceived as conversation starters connecting Filipinos.

Copy Examples

• •That feeling when the 'Adobo Attack' hits you from a mile away. Now you can wear it. Our new collection is for everyone who grew up with a house that smelled delicious 24/7. Tap to shop and represent!
• •They say you can't smell a picture, but we bet you can smell this post. 😉 From 'Pang Palo' slides to 'Walang Hiya' hats, we make merch that just gets it. For the Balikbayan Generation, by the Balikbayan Generation. Find your piece of home.
• •SALE: Don't Be Shy! Your favorite Filipino-inspired gear is now on sale. Grab the looks that are almost as comforting as a hot plate of your Lola's adobo.
• •Psst... Did Your Tita Tell You About This?
• •You know the rules: point with your lips, never leave with wet hair, and always say 'ope.' If you get it, you get it. #AdoboAttack #FilipinoVibes #PinoyPride