Brand Tone

Proud & Passionate, Community-Oriented & Inclusive, Friendly & Approachable, Trendy & Streetwise, Supportive & Philanthropic

Brand Values

• •St. Louis Pride
• •Community Building
• •Local Support & Collaboration
• •Quality & Style
• •Giving Back
• •Entrepreneurial Spirit

Best Practices

• •Embrace "The Lou" Vernacular: Use local slang, nicknames (e.g., "The Lou," "Gateway to the West"), and references that resonate with St. Louisans authentically, without overdoing it.
• •Visually Reinforce St. Louis Identity: Ensure that imagery, whether on products or in marketing, consistently reflects iconic St. Louis landmarks, culture, and the diverse people of the city.
• •Prioritize Community Engagement: Actively respond to comments and messages on social media. Feature user-generated content regularly (with permission). Foster a two-way conversation to make followers feel valued and part of the brand.
• •Maintain an Enthusiastic & Positive Voice: The copy should consistently reflect passion and optimism for St. Louis. Even when addressing serious community issues (like fundraisers), the underlying tone should be hopeful and empowering.
• •Be Transparent and Authentic: When engaging in partnerships or philanthropic efforts, clearly communicate the "why" behind it. If addressing criticism, do so with humility and a focus on the brand's core values of community and pride.

Social Perception

Widely seen as the go-to brand for trendy St. Louis-themed apparel. The brand is often associated with local events, sports, and community spirit.

Copy Examples

• •Headline: STL Born & Bred. Wear Your Story. Body: From the Hill to the Loop, every neighborhood has a vibe. Our new [Specific Collection Name, e.g., "Neighborhood Series"] drops today, repping the unique spirit of St. Louis. Shop now and show your pride. #STLMade #ArchApparel
• •Headline: Game Day Isn't Just a Day, It's a Feeling. Body: That electric buzz in the city? Yeah, we feel it too. Gear up in the latest Arch Apparel fan collection and cheer loud for [Local Team Name]! Comfort, style, and a whole lotta STL heart. Link in bio. #STLTeamSpirit #LocalLove
• •Headline: More Than Just a City. It's Home. Body: We're for the early mornings at Soulard Market, the sunsets over the Arch, and the community that makes St. Louis unforgettable. What part of STL do you carry with you? Share your moments with #ArchApparelSTL.
• •Headline: Fresh Threads, Same STL Soul. Body: Our new [Product Type, e.g., "Cityscape Hoodie"] just landed! Crafted for comfort, designed with pride. Limited stock – grab yours and rep The Lou wherever you go. P.S. 10% of proceeds this month go to [Local Charity Name]! #ProudlySTL #StreetwearWithPurpose
• •Headline: United by the Arch. Driven by Community. Body: We believe in St. Louis. That's why we partner with local artists, support city initiatives, and design apparel that screams hometown pride. Join the Arch Apparel family and let's show the world what STL is made of. #CommunityFirst #ArchPride