Brand Tone

aspirational, proud, and welcoming

Brand Values

• •Heritage and Identity
• •Authenticity
• •Inclusivity
• •Modernity and Style
• •Community

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core mission of celebrating Filipino heritage. Whether it's a new design or a community feature, the "why" behind it is cultural pride and identity.
• •Use Inclusive Language: Continue using welcoming phrases like "For all walks of life" to broaden the brand's appeal while staying true to its Filipino roots. This reinforces the "Filipino party" analogy.
• •Balance Heritage with Modernity: In visuals and text, consistently pair traditional symbols or references with contemporary settings, styles, and language. This will reinforce the brand’s unique position in the market.
• •Tell Authentic Stories: Leverage the brand's origin story. Share more about the family, the ancestral home, and what Filipino culture means to the founders. This builds authenticity and a deeper connection with the audience.
• •Engage the Community as Family: Interact with followers and customers using a warm, respectful, and friendly tone. Ask them to share their own stories of heritage and identity to build a strong, interactive community around the brand.

Social Perception

Fifty Rizal is perceived as a niche apparel and accessories brand with a strong, positive cultural mission. Customers and followers see it as more than just a clothing store; it is a platform for cultural expression and pride. The target audience—Filipino-Americans, Canadians, and others interested in the culture—views the brand favorably for its authentic story and stylish designs. The connection to José Rizal, a national hero of the Philippines, through the brand name adds a layer of depth and respect, associating the brand with ideals of patriotism and intellect.

Copy Examples

• •Wear your story. Our designs are more than just style—they're a bridge between where you come from and where you're going. #FiftyRizal #FilipinoPride #ModernHeritage
• •Headline: Express Your Roots. Body: From Manila to the world. Fifty Rizal brings you apparel and accessories inspired by a rich Filipino heritage, designed for your modern life. Shop the collection and carry your culture with you. #PinoyInspired #GlobalFilipino
• •Styled with Heritage. Crafted with Pride. Welcome to Fifty Rizal.
• •A nod to the motherland. This cap features a minimalist design inspired by the iconic elements of the Filipino flag. It’s a subtle yet powerful way to show your pride, whether you're home or abroad. Made for everyday wear, built on a lifetime of history.
• •Subject: Inside: New Arrivals That Feel Like Home