Brand Tone

Authentic & Local, Laid-back & Cool, Youthful & Trendy, Friendly & Approachable, Confident & Proud

Brand Values

• •Aloha Spirit
• •Authenticity
• •Quality
• •Community/Ohana (Family)
• •Pride of Place
• •Originality

Best Practices

• •Embrace Aloha: Consistently weave in the meaning of Aloha (love, peace, respect, hello/goodbye) and related Hawaiian terms (like Mahalo, Ohana) where appropriate and authentic. This reinforces the brand's core identity.
• •Speak the Lifestyle: Use language that evokes the Hawaiian lifestyle – surfing, ocean, nature, community, and a relaxed yet vibrant energy. Words like vibes, flow, fresh, rad can be used if they align with the target audience's vernacular.
• •Authenticity Over Cliché: While using Hawaiian themes, avoid stereotypes. Focus on genuine aspects of the culture and the brand's connection to it. The indigenous, youth brand aspect should feel real.
• •Community First: Address your audience as part of a collective or Ohana (family). Use inclusive language. Encourage interaction and sharing, reflecting the communal spirit of aloha.
• •Confident & Proud, Yet Humble: Showcase the quality and uniqueness of your designs with confidence, but temper it with the humility and warmth inherent in the aloha spirit. Highlight pride of the islands without being arrogant.

Social Perception

Positive, Niche Appeal, Areas for Improvement

Copy Examples

• •Fresh drop alert! 🌊 Catch the latest wave of style with our new [Product Name] tee. Crafted with that signature Aloha Army comfort and pure island vibes. Wear the spirit of Hawai'i. #AlohaArmy #PrideOfTheIslands #MadeInHawaii #Streetwear
• •Wrap yourself in the warmth of the islands. Our [Product Name] Hoodie isn't just insanely soft, it's a piece of home. Custom designed with love and aloha, because you deserve comfort that speaks to your soul. Rep your roots, stay cozy. #AlohaEverywhere
• •From Hawai'i, With Aloha: Your Exclusive Look Inside. Hey [Customer Name], just like a perfect Pau Hana (after work) sunset, some things are too good not to share. Dive into our latest collection, inspired by the endless playground of our islands – from the surf to the streets. Mahalo for being part of our Ohana.
• •Carry the Islands with you. ALOHA ARMY brings you authentic Hawaiian-inspired apparel that’s more than just clothing – it’s a lifestyle. Feel the aloha, wear the pride. Shop now and bring a piece of paradise home. [Link]
• •Born from the heart of Hawai'i, ALOHA ARMY is more than a brand – we're a family, a tribe, united by the waves, the culture, and the unshakeable spirit of aloha. We craft gear that tells our story, your story, the story of these islands. This is our pride. This is your army of aloha.