Brand Tone

Aspirational & Evocative, Conscious & Caring, Quality-Driven & Enduring, Relaxed & Approachable, Adventurous & Free-Spirited

Brand Values

• •Social Responsibility
• •Quality Craftsmanship
• •Slow Fashion & Sustainability
• •Customer Satisfaction & Connection
• •Relaxed Luxury & Style
• •Empowerment & Confidence

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of Augustine Hat Co.'s tone (e.g., Aspirational, Conscious, Quality-Driven, Relaxed, Adventurous) with examples of "do's and don'ts" for word choice and phrasing. This ensures anyone writing copy understands the desired voice.
• •Prioritize Storytelling: Weave the brand's narrative—Caitlin's passion, the inspiration from travel, the commitment to fighting human trafficking—into product descriptions, social media, and "About Us" sections. Authentic stories resonate more than generic claims.
• •Use Evocative & Sensory Language: Continue using words and phrases that paint a picture and appeal to the senses, reflecting the "salty air & desert sun" inspiration. Words like "handcrafted," "artisan," "luxury," "timeless," "adventure," "sun-soaked" fit well.
• •Maintain Transparency About Values: Consistently and clearly communicate the brand's commitment to social causes (fighting human trafficking), slow fashion principles, and quality craftsmanship across all platforms. This reinforces brand integrity.
• •Engage Authentically: When interacting with customers (reviews, social media comments), maintain the established brand tone. Be warm, appreciative, and helpful. Addressing feedback thoughtfully, as seen with the review about hat stiffness, reinforces customer value and transparency.

Social Perception

Positive & High Quality, Ethical & Trustworthy, Stylish & Unique, Good Customer Service, Associated with Travel/Leisure

Copy Examples

• •Headline: Chase the Horizon. Find Your Augustine. Body: Inspired by endless skies and sun-drenched adventures, each Augustine hat is more than an accessory—it's a companion for your journey. Handcrafted with care, designed for timeless appeal. Wear your story. (Tone: Aspirational, Adventurous, Quality-Driven)
• •Headline: Style That Speaks Volumes. Purpose That Matters. Body: Discover Augustine Hat Co. – where relaxed luxury meets conscious living. Our artisan-made hats not only elevate your style but also support a vital cause. With every purchase, 10% of proceeds help fight human trafficking. Look good, do good, feel incredible. (Tone: Conscious, Stylish, Empowering)
• •Headline: Beyond the Trend: Augustine Hats, Crafted for Life. Body: Embrace slow fashion with headwear designed to last. Made in small batches from the finest Australian wool and natural straws, our hats are an investment in enduring style and quality. Find a piece that travels with you, season after season. (Tone: Quality-Driven, Enduring, Sustainable)
• •Headline: Your Everyday Escape, Woven into Every Hat. Body: From sun-soaked beach days to explorations in the desert, Augustine hats are designed for the free spirit. Experience the soft touch of luxury and the confidence of a perfect fit. Adventure awaits – what will your Augustine say about you? (Tone: Relaxed, Adventurous, Personal)
• •Headline: Feel the Sun, Share the Goodness. Body: Augustine Hat Co. brings you artisan-crafted hats inspired by the beauty of the coast and the warmth of the sun. Each hat is a testament to quality and a step towards a better world, with 10% of proceeds dedicated to fighting human trafficking. Protect yourself in style, and help us spread hope. (Tone: Caring, Evocative, Positive)