Brand Tone

Nostalgic, Passionate, and Inclusive

Brand Values

• •Nostalgia & Authenticity
• •Community
• •Passion for Football Culture
• •Quality & Craftsmanship

Best Practices

• •Speak from a 'We' Perspective: Always use 'we' (the club) and address the audience as 'you' (the members). This reinforces the brand's community-centric value and inclusive tone. Avoid corporate or third-person language.
• •Prioritize Emotion Over Features: While mentioning quality is important, lead with the feeling. Use evocative and sensory language that taps into nostalgia and passion. Words like 'memory,' 'spirit,' 'romance,' 'era,' and 'feeling' should be staples.
• •Maintain the 'Club' Metaphor: Consistently refer to the brand as a 'club,' customers as 'members,' and products as part of a 'collection' or 'archive.' This narrative is the core of the brand identity and must be protected.
• •Balance Portuguese and English Intentionally: Continue the subtle use of Portuguese words or phrases (like the brand name itself). This adds a layer of unique character and authenticity, hinting at the roots of 'joga bonito' culture without alienating an English-speaking audience.
• •Let the Community Tell the Story: Actively encourage and feature user-generated content. When reposting, use captions that celebrate the member, such as 'Club member @username capturing the eternal summer spirit,' to make the community the hero of the brand narrative.

Social Perception

Authentic, niche, and stylish brand.

Copy Examples

• •Some feelings are timeless. We brought back the spirit of '94 with the 'Vitória' Track Jacket. Woven from memory, designed for today. Welcome back to the good old days. #goiabaesporteclube #TheBeautifulGame #90sFootball
• •More than a jersey, it's a memory. The 'Bahia' 92 shirt is our tribute to the audacious style and untamed passion of an unforgettable era. Crafted from premium, breathable fabric with an authentic relaxed fit, it's a piece of history you can wear. For the romantics of the game.
• •You're not a customer, you're a member. The club is growing. We wanted to share a look at how our community is bringing the spirit of the 90s back to life...
• •This Isn't a Team. It's a Feeling. Remember when football kits were more than just a uniform? We do. goiaba esporte clube is a movement dedicated to the style, passion, and romance of the game's golden era. Join the club.
• •Which year's iconic kit inspired our next drop? A) '92 B) '96 C) '98.