Brand Tone

Nostalgic, Authentic, Timeless, Classic, Respectful, Heritage-Driven, Approachable, Community-Oriented, Confident, Quality-Focused, Understated, Refined

Brand Values

• •Heritage & Tradition
• •Quality & Durability
• •Timeless Style
• •Authenticity
• •Community
• •Functionality

Best Practices

• •Embrace Storytelling: Weave in elements of Duck Head's rich history (150+ years) and its connection to Southern heritage and campus life. Use phrases that evoke nostalgia and tradition.
• •Prioritize Quality and Durability in Language: Use strong, confident words that speak to the lasting nature of the materials and craftsmanship (e.g., "enduring," "built to last," "rugged," "dependable").
• •Maintain a Classic and Timeless Vocabulary: Avoid trendy slang or overly contemporary jargon. The language should reflect the timelessness of the apparel itself – think "classic," "iconic," "refined," "authentic."
• •Speak to the "Social Sportsman" Lifestyle: Incorporate language that appeals to an active, yet sophisticated individual who enjoys outdoor pursuits and values quality experiences. Words like "adventure," "field," "lodge," "coast," and "gather" can be effective.
• •Foster a Sense of Community and Shared Legacy: Use inclusive language ("Join the revival," "Share your memory") that invites customers to be part of the ongoing Duck Head story and connects with their past experiences with the brand.

Social Perception

Legacy Brand with Strong Nostalgia, Symbol of Quality (Historically and Presently), Respected American Heritage Brand, Trusted for Classic Style, Targeting Both Loyalists and New Generations, Premium Positioning (Current)

Copy Examples

• •Headline: Built on Heritage. Crafted for Today. The Original Khaki. Body: Since 1865, Duck Head has stood for enduring quality. Our Gold School Chinos carry that legacy forward, blending timeless style with a modern fit for the discerning sportsman. Experience the authentic American original. Tags: #DuckHead #TimelessStyle #AmericanHeritage #QualityKhakis #Since1865
• •Headline: More Than Just Apparel. It's a Tradition. Body: From campus quads to weekend adventures, Duck Head has been part of the story for generations. Share your Duck Head memories and join the revival of a true American icon. Quality you remember, style that endures. Tags: #DuckHeadTradition #JoinTheRevival #SouthernStyle #ClassicMenswear #MadeToLast
• •Headline: The Social Sportsman's Choice. Body: For days spent outdoors and evenings well-enjoyed, Duck Head offers dependable comfort and classic style. Our performance shirting and rugged outerwear are designed for a life well-lived. Tags: #SocialSportsman #OutdoorLifestyle #DuckHeadPerformance #MensApparel #AdventureReady
• •Headline: That Iconic Yellow Label. A Legacy of Quality. Body: The Duck Head label has always been a mark of authentic quality and timeless appeal. We're proud to continue this tradition, crafting garments with the same commitment to durability and classic design that started it all. Tags: #DuckHeadIcon #YellowLabel #QualityCraftsmanship #HeritageInspired #MensFashion
• •Headline: Rediscover a Classic. Built for Where You're Headed. Body: Duck Head is back, blending the rich history you love with the fits and fabrics for today. Experience the comfort, durability, and enduring style that define our collection. Your new old favorite awaits. Tags: #DuckHeadRevival #ClassicStyleModernFit #AmericanOriginal #Menswear #QualityApparel