Brand Tone

Proud & Patriotic, Playful & Humorous, Friendly & Approachable, Vibrant & Energetic, Authentic

Brand Values

• •Cultural Celebration: Deep appreciation and promotion of Puerto Rican heritage, language, and daily life.
• •Local Identity: Fostering a sense of belonging and pride among Puerto Ricans and those who love the culture.
• •Joy & Positivity: Spreading cheerfulness through their products and communication.
• •Community: Building a connection with their audience through shared cultural understanding.
• •Self-Expression: Allowing customers to showcase their identity and love for Puerto Rico.

Best Practices

• •Embrace "Spanglish" Authentically: Consistently weave in Spanglish and local Puerto Rican slang naturally. This is a core differentiator. Avoid forcing it where it doesn't fit, but make it a regular feature.
• •Stay Rooted in Puerto Rican Culture: Continuously draw inspiration from local customs, places, food, music, and shared experiences. This keeps the content relevant and resonant with the target audience.
• •Maintain a Positive and Upbeat Vibe: The brand is about joy and pride. Copy should reflect this through enthusiastic language, celebratory tones, and a generally optimistic outlook.
• •Foster Community and Inclusivity: Use language that speaks directly to the community ("familia," "mi gente"). Encourage interaction and make customers feel like they are part of the Carry Things PR family.
• •Visual and Textual Harmony: Ensure the vibrant, colorful, and culturally rich visuals are matched by equally lively, descriptive, and culturally-attuned copy. The words should enhance the story the images tell.

Social Perception

Customers likely perceive Carry Things PR as a fun, authentic, and relatable brand that "gets" them and their culture. The brand is seen as a way to express their Puerto Rican identity and love for the island, whether they are locals or part of the diaspora. The products are likely viewed as more than just accessories; they are conversation starters and symbols of cultural affinity. The use of Spanglish and local slang makes the brand feel genuine and connected to the community. There's an appreciation for the vibrancy and the celebration of everyday Puerto Rican life depicted in their marketing.

Copy Examples

• •Instagram Post (Product: "Cafecito All Day Tote Bag"): ¡Wepa! ☀️ Tu día no empieza hasta el primer cafecito, ¿verdad? Our 'Cafecito All Day' tote is ready for your daily brew and all the jangueo that comes after. ¡Pa' que lleves el sabor Boricua a todas partes! #CarryThingsPR #PuertoRico #CafecitoLover #BoricuaStyle #Spanglish
• •Website Product Description (Product: "Playas de PR Tote"): Sol, arena y mar... ¡y esta tote pa' cargar tus essentials! 🇵🇷 Whether you're hitting Crash Boat, Flamenco, or your local spot, our 'Playas de PR' tote has room for your sunscreen, toalla, and maybe a limber. Made with love for our island life. #AquíSeHablaSpanglish #BeachLifePR #CarryYourPride
• •Facebook Ad (Targeting Puerto Ricans abroad): Missing the island breeze? 😢 Lleva un pedacito de Puerto Rico contigo, no matter where you are. Our colorful bags and accessories are a reminder of home. ¡Perfecto para regalar o para darte un gustito! Shop now at carrythings.com - We speak Spanglish y enviamos con mucho cariño. #BoricuasEnLaLuna #PuertoRicanPride #RegaloBoricua #CarryThings
• •Email Newsletter Subject Line: ¡Mira esto! 👀 New Arrivals + Un Chin de Sazón Boricua Just For You! (Body Snippet): ¡Saludos, familia! We've got fresh new designs inspired by our beautiful island, perfect to add that special Puerto Rican touch to your everyday. From the chinchorreo to the office, carry your culture with pride. Check out what's new! 👇
• •Instagram Story (Interactive Poll): Quick Poll for our Boricua fam! What's your go-to phrase? A) ¡Qué brutal! B) ¡Ay Bendito! Speaking of things we love... our new keychain collection just dropped! 😉 Swipe up to see! #PuertoRico #SlangBoricua #CarryThingsPR