Brand Tone

Sentimental, local, and family-oriented.

Brand Values

• •Nostalgia and Emotional Connection
• •Family
• •Community and Place
• •Philanthropy

Best Practices

• •Lead with Emotion: Always tie the copy back to the feeling and nostalgia of Cape Cod. Use words that evoke happiness, warmth, and cherished memories.
• •Maintain a Personal, Family-Oriented Voice: Use "we," "our family," and a conversational tone to reinforce the brand's identity as a small, personal business.
• •Highlight the Local Connection: Regularly reference specific Cape Cod landmarks, experiences, and the unique culture of the area to maintain authenticity.
• •Incorporate the Charitable Aspect Subtly and Sincerely: Mention the support for SIDS research in a way that feels genuine and integrated into the brand's story, rather than a detached marketing tactic.
• •Keep it Simple and Heartfelt: Avoid corporate jargon or overly complex language. The brand's strength lies in its simplicity and sincerity. The copy should always reflect this.

Social Perception

A charming, local business with a genuine story, conveying a positive and trustworthy image due to its connection to a charitable cause.

Copy Examples

• •That first glimpse of the bridge, the salty air, the instant smile. That's the feeling we put into every one of our super-soft hoodies. Wear your Cape Smile and carry that feeling with you.
• •More Than a Place, It's a Feeling. Discover apparel inspired by the joy of Cape Cod.
• •From our family to yours, we're so grateful for your support. Every purchase helps us share the Cape Smile and supports a cause that's deeply important to us. Thank you for being part of our story.
• •Our classic garment-dyed tee, designed for comfort and inspired by those perfect Cape Cod summer days. It’s not just a t-shirt, it’s a memory you can wear.
• •It started with a simple truth: thinking about Cape Cod makes us smile. We're a small, family-run business capturing that joy in the apparel we create. And with every piece sold, we're proud to give back to a cause close to our hearts.