Brand Tone

Passionate, proud, and celebratory, using vibrant and expressive language to evoke a multisensory experience of the Caribbean. The tone is inclusive to those who appreciate Caribbean culture, yet exclusive in its niche focus, creating a sense of a specific community. It is also educational, confident, and unapologetic.

Brand Values

• •Authenticity and Purpose
• •Celebration of Caribbean Culture
• •Quality and Sustainability
• •Community and Connection

Best Practices

• •Lead with Passion: Always infuse the copy with genuine love and respect for Caribbean culture. Use evocative and sensory language (e.g., "rhythm," "vibrant," "soul") to connect emotionally with the audience.
• •Tell the Story: Every piece has a reason for being. Briefly explain the inspiration behind a design in product descriptions and social posts to reinforce the brand's value of cultural celebration and storytelling.
• •Embrace the "In-Group" Tone: Continue using confident and slightly exclusive language like "If you know, you know" or "For those who love the Caribbean." This strengthens the sense of community and makes customers feel like part of a special club.
• •Highlight Sustainability Simply: Instead of getting lost in technical jargon, state the commitment clearly and confidently. Phrases like "Ethically sourced," "Sustainably made," or "Crafted responsibly" are effective and align with the brand's straightforward tone.
• •Always Be Bold and Unapologetic: From the designs themselves to the copy that describes them, the voice should be confident. Avoid hesitant or generic language. The brand's purpose is to stand out and make a statement, and the copy must reflect that at all times.

Social Perception

Positive within its target niche, recognized as 'sustainable casual wear for Caribbean lovers.' The brand is perceived as a mission-driven 'Black Owned business' and 'independent brand' with a strong, clear identity. The founder's direct engagement contributes to a personalized connection with the audience, and professional online operations are suggested by a positive review for analytics use.

Copy Examples

• •Bring the sunshine of the islands to the city streets. Our latest collection is more than just clothing; it's a piece of the Caribbean. Wear it loud, wear it proud. #Cribbe #CaribbeanVibes #EmbraceTheVibrant
• •Inspired by the rhythm, culture, and soul of the Caribbean. Each C'RIBBE piece is a conversation starter, crafted sustainably with premium materials. Find the design that speaks to you. Shop now for free UK shipping on orders over £75.
• •The 'Island Compass' Tee: Not all who wander are lost, but a little direction never hurts. This design pays homage to the navigators, the explorers, and the generations that have journeyed across the Caribbean Sea. Made with 100% ethically sourced cotton, it’s a wearable piece of history.
• •It's Not For Everyone... And That's a Good Thing. We didn't create C'RIBBE to blend in. We created it for those who feel the pull of the islands, who hear the music in the distance...
• •From a memory of the Caribbean... to a bold statement you can wear. #CaribbeanCulture #Streetwear #SmallBusiness #EthicalFashion