Brand Tone

Nostalgic, Enthusiastic, and Community-Focused.

Brand Values

• •Tradition
• •Community & Friendship
• •Memories
• •Fun & Adventure
• •Pride

Best Practices

• •Lead with Emotion, Support with Product: Always connect the merchandise to a feeling or a memory first (e.g., 'That cozy campfire feeling,' 'Remember those lakeside sunsets?'). The product itself is secondary to the emotion it represents.
• •Use Community-Centric Language: Incorporate words and phrases like 'Echo Family,' 'Echo Community,' 'we,' 'us,' and 'together.' This reinforces the core value of belonging and makes the customer feel like part of the in-group.
• •Leverage Nostalgia and Tradition: Regularly mention the camp's founding year (1924), use 'throwback' or 'vintage' to describe classic designs, and reference specific camp traditions in your copy to connect with the audience on a deeper level.
• •Maintain an Energetic and Positive Tone: Use upbeat, positive, and enthusiastic language. Avoid corporate or overly formal phrasing. The voice should sound like a camp counselor, not a salesperson.
• •Speak the 'Camper' Language: Incorporate camp-specific slang or references that only community members would understand (e.g., mentioning specific locations in camp, events, or inside jokes). This creates an authentic and exclusive feel.

Social Perception

The public perception of Camp Echo is overwhelmingly positive. It is viewed as a prestigious and beloved institution that has had a profound impact on the lives of its campers. Customers of the store are not just buying a product; they are buying a piece of their identity and a tangible connection to the positive emotions associated with the camp. The brand is perceived as authentic, wholesome, and deeply rooted in a positive community experience, with very little to no negative sentiment.

Copy Examples

• •That first-day-of-camp feeling, now available all year long. Our classic zip-up hoodie is back in stock! Perfect for cozy campfire nights and repping your Echo pride wherever you go. Tap to shop and carry the summer with you. #CampEcho #EchoFamily #SummerOfALifetime
• •Throw it back to the golden age of summer. This ultra-soft, vintage-inspired tee features a retro Camp Echo design that pays homage to our incredible history. It's more than a shirt—it's a piece of tradition. Perfect for alumni homecomings or just showing off your deep Echo roots.
• •A Little Piece of Summer, Delivered to Your Door ☀️ The Camp Echo Store just got a restock on your favorite camp essentials! From classic sweatpants to brand new accessories, find the gear that brings back the best memories.
• •Still Dreaming of Echo? They say you can't go back, but our Alumni Collection is the next best thing. Shop exclusive gear that celebrates decades of friendship, tradition, and unforgettable summers. Show them you're part of the Echo Family, forever. Shop now. #CampEchoAlumni #EchoTradition
• •Wear the Memories. Share the Pride. The Official Store for the Camp Echo Family. Shop the latest apparel and accessories that celebrate the summer of a lifetime.