Brand Tone

Authentic & Passionate, Celebratory & Joyful, Community-Focused & Inclusive, Proud & Empowering, Friendly & Approachable, Helpful & Resourceful

Brand Values

• •Cultural Celebration & Preservation
• •Authenticity
• •Quality
• •Community
• •Joy & Positivity
• •Accessibility
• •Empowerment
• •Family & Connection

Best Practices

• •Embrace the "Cheehoo!": Consistently inject joy, enthusiasm, and cultural pride into your language. Use celebratory and positive wording that reflects the meaning of "Cheehoo."
• •Speak the "Fam" Language: Use inclusive, warm, and relatable terms (e.g., "Fam," "Uso," "Aunty" where appropriate and authentic). Maintain an approachable and friendly voice that fosters a sense of community.
• •Always "Claim Your Culture": Ensure that messaging consistently empowers and encourages the celebration of Polynesian heritage. Highlight the cultural significance and authenticity behind products and designs respectfully.
• •Channel the Founders' Authenticity: Let the genuine passion and personal story of Tui and Catey shine through. This builds trust and a deeper connection. Copy should feel personal and heartfelt.
• •Share with "Alofa" (Love/Compassion): Beyond selling, focus on providing value. Offer helpful tips, educate about the culture, share DIY ideas, and engage with the community generously and respectfully.

Social Perception

Customers appreciate the quality and uniqueness of the products, especially for culturally significant items like lavalavas and graduation leis. The brand is seen as an authentic source for Polynesian-inspired goods and a way for individuals to connect with and celebrate their heritage. Their social media presence, particularly on TikTok, is viewed as engaging, creative, and community-oriented. They are seen as relatable and responsive. There's a perception of the brand being innovative, offering custom solutions and new product ideas that cater to community needs. The founders' personal story and direct engagement likely contribute to a trustworthy and approachable image.

Copy Examples

• •CHEEHOO! 🎉 Fresh off the roll and vibrant as a Pacific sunset! Our new collection of Polynesian-print fabrics just landed. Perfect for that show-stopping puletasi or adding island flair to your next creation. Dive in and Claim Your Culture! #CheehooLife #NewFabric #PolynesianDesign #SewMuchAloha
• •Graduation is a HUGE moment, Fam! 🎓 Make it extra special and rep your heritage with a custom CHEEHOOlife graduation stole. We pour alofas into every stitch, celebrating YOUR journey. DM us to create something truly unique! #CheehooGrad #PolyProud #ClaimYourCulture #Classof2025
• •Hey Creatives! 🌺 Got some CHEEHOOlife fabric scraps? Don't toss 'em! This week, we're showing you how to make adorable Polynesian-inspired hair accessories. Stitch along with us, share your makes, and let's get crafty! #CheehooDIY #IslandCrafts #SustainableStyle #PolyProjects
• •From a simple chat about lavalavas to sharing our passion with all of you – CHEEHOOlife is more than a store, it's our heart. Every design, every 'Cheehoo!' is a piece of our journey. Thank you for being part of our 'āiga (family)! #CheehooLifeStory #SamoanRoots #PacificLove #OurCommunity
• •When someone asks if you *really* need another lavalava... 😉 The answer is always YES when it's CHEEHOOlife! Quality fabrics, modern prints, and that unmistakable island spirit. Go on, treat yo'self! #CheehooLife #LavalavaLove #PolyProblems #IslandStyle #CantResist