Brand Tone

Authentic & Nostalgic, Adventurous & Outdoorsy, Friendly & Approachable, Proudly Canadian, Casual & Comfortable

Brand Values

• •Canadian Heritage
• •Ethical Production & Social Consciousness
• •Quality & Durability
• •Adventure & Exploration
• •Community
• •Authenticity
• •Inclusivity (Tomboy Roots)

Best Practices

• •Embrace Canadian Vernacular & References (Authentically): Subtly incorporate Canadian slang (e.g., "toque" instead of "beanie" when appropriate, though they've noted using "beanie" for wider appeal sometimes), mention Canadian landmarks, or reference shared cultural touchstones. Keep it natural and not forced.
• •Prioritize Words Evoking Adventure, Comfort, and Nostalgia: Regularly use a lexicon that reinforces the brand's core feelings – words like "explore," "wander," "cozy," "campfire," "cabin," "heritage," "classic," "journey," "wild."
• •Maintain a Friendly, Inclusive, and Slightly Casual Voice: Write as if you're talking to a friend about a shared passion for the outdoors and Canada. Avoid overly formal or technical language. Use contractions and a conversational style.
• •Show, Don't Just Tell, the "Ethically Made in Canada" Value: Instead of just stating it, weave it into narratives. For example, "Feel good inside and out, knowing your [product] was crafted with care by our Canadian partners." This reinforces the value without being preachy.
• •Consistently Connect Products to Experiences: Frame product descriptions and social media posts around the activities and feelings they enable (e.g., "This hoodie is perfect for watching the sunrise over the Rockies," or "Our flannels: keeping you warm from the first cast to the last s'more."). This makes the copy more relatable and aspirational.

Social Perception

Positive Customer Feedback, Community-Oriented, Authentically Canadian, Stylish & Comfortable Outdoor Wear, Early Recognition for Niche Appeal

Copy Examples

• •Instagram Post (Image: Group of friends laughing around a campfire, wearing Flannel Foxes toques and flannels): "Canadian fall nights: best served with crackling fires, good company, and cozy Flannel Foxes gear. 🍁🔥 Made for these moments. Where are your adventures taking you this weekend? #FlannelFoxes #CanadianWild #CampfireComfort #MadeInCanada"
• •Facebook Ad (Carousel showcasing various products – flannel shirt, hoodie, beanie): "From rugged trails to relaxing at the lake, Flannel Foxes is your companion for every Canadian adventure. 🌲 Ethically made in Canada, our gear is built for comfort and designed with the spirit of the West. Shop the collection now and get free shipping on orders over $100! #FlannelFoxes #OutdoorLifestyle #CanadianMade #AdventureGear"
• •Product Description (For a new Flannel Shirt): "Meet your new old favourite. The [Shirt Name] Flannel isn't just a shirt; it's a piece of the Canadian outdoors you can wear. Crafted from premium, soft-yet-durable flannel right here in Canada, it’s perfect for crisp mornings, mountain hikes, or just kicking back. Nostalgic design, modern comfort. Get yours and embrace the wild. #FlannelFoxes #WildernessWear #EthicallyCrafted"
• •Email Newsletter Snippet (Subject: Adventure Awaits! New Arrivals + Our Favourite Fall Hikes): "Hey [Customer Name], The leaves are turning, and adventure is calling! 🍂 Gear up for the season with our latest collection of outdoor-inspired goods, all proudly designed and made in Canada. Plus, check out our new blog post on the top 5 Kananaskis fall hikes to inspire your next escape. Let's get out there! The Flannel Foxes Team. #ExploreCanada #FlannelFoxesAdventures"
• •Brand Story Snippet (For 'About Us' page or social media bio): "Flannel Foxes: Born from a love for the Canadian West. 🏔️ We craft quality, ethically-made apparel that’s as ready for adventure as you are. Inspired by our home and native land, for every tomboy and boy exploring near or far. This is Canadian culture, woven in. #FlannelFoxes #TrueNorthStrongAndFree #CanadianHeritage"