Brand Tone

Authentic & Honest, Proudly Southern but Inclusive & Progressive, Story-driven & Engaging, Witty & Clever (Implied "Bitter"), Community-focused, Advocacy-tinged

Brand Values

• •Authenticity
• •Inclusivity & Diversity
• •Progress & Positive Change
• •Storytelling & Journalism
• •Community
• •Reconciliation & Understanding
• •Quality & Craftsmanship

Best Practices

• •Embrace "Thoughtful Grit": Combine intellectual honesty about the South's complexities (the "bitter" acknowledgment of hard truths) with a warm, resilient, and down-to-earth voice. Avoid being overly academic or, conversely, saccharine.
• •Tell a Story (Even in Short Copy): Connect products back to the larger narrative of the South's diverse culture, its challenges, and its progress. Every item should feel like a piece of that unfolding story.
• •Speak Inclusively, Act Decisively: Use welcoming language ("y'all," "folks") that reflects Southern hospitality while taking clear stances on values like anti-racism, equality, and empathy ("Abide No Hatred"). Don't shy away from the "bitter" truths when necessary.
• •Balance Pride with Humility: Celebrate Southern heritage and creativity with genuine enthusiasm, but always with an awareness of the region's ongoing journey and a commitment to being part of positive change. Avoid boastfulness; let the quality of stories and products speak.
• •Stay Rooted, Look Forward: Ground the copy in authentic Southern experiences, vernacular (used judiciously and authentically), and cultural touchstones, but always frame it within a forward-looking, progressive vision. The "bitter" part acknowledges the past and its shadows, while the "Southerner" part looks to a more enlightened future.

Social Perception

Respected & Influential, Authentic & Trustworthy, Community-centric, Progressive Voice, High Quality, Purpose-driven

Copy Examples

• •Wear the words that shaped us. This ain't just a shirt; it's a conversation starter, a nod to the voices that tell the real story of the South. Threads of truth, comfortably woven.
• •Our South is one of calloused hands and heartfelt craft. The General Store is proud to bring you new wares from folks pouring their soul into every piece. Real Southern made, for a better world.
• •Some traditions are worth fighting for. Others? Well, those we leave in the dust. Fly the flag that says what you mean. The South is big enough for all y'all, but not for hate. #AbideNoHatred
• •Tired of the same old Southern stereotypes? So are we. The Bitter Southerner General Store offers goods that tell a different story – one of complexity, creativity, and a South striving to be better. Shop the story.
• •More than just recipes, this is a seat at the Southern table – the complicated, joyous, ever-evolving one. Dive into stories that stir the pot and nourish the soul. This is food for thought, and for a better South.