Brand Tone

Authentic & Heritage-Driven, Bold & Unconventional, Playful & Witty, Community-Focused & Inclusive, Enthusiastic & Approaching, Stylish & Confident

Brand Values

• •Craftsmanship & Quality
• •Heritage & Legacy
• •Individuality & Self-Expression
• •Community & Connection
• •Innovation & Adaptability
• •Boldness & Unconventionality
• •Fun & Imagination

Best Practices

• •Embrace the Heritage, Speak to the Now: Always weave in the brand's rich history and commitment to craftsmanship, but frame it with a contemporary, bold, and sometimes playful voice that resonates with today's desire for self-expression.
• •Celebrate Individuality & Boldness: Use language that empowers customers to be themselves, to be unconventional, and to make a statement. Avoid generic phrases; instead, opt for words that have personality and a bit of an edge.
• •Inject Playfulness, Especially with "The Farm": When talking about "The Farm" collection or similar lines, don't be afraid to be witty, a little cheeky, and tap into the fun, collectible nature of these items. Let the personality of the animals shine through in the copy.
• •Foster a Sense of Community: Use inclusive language ("our family," "join us," "we believe") to make customers feel like they are part of something bigger. Highlight user-generated content and stories that showcase the diverse Goorin community.
• •Be Authentic and Confident: The copy should reflect a genuine passion for hat-making and a belief in the quality and style of the products. Avoid overly salesy language; instead, let the brand's story and the unique appeal of the hats do the talking.

Social Perception

Positive: Customers perceive Goorin Bros. as a provider of high-quality, stylish, and unique hats. Fashion Statement & Status Symbol: Owning Goorin Bros. is a fashion statement. Community & Identity: Wearers often feel a sense of connection to the brand and other Goorin enthusiasts.

Copy Examples

• •Headline: Dare to be Different. Discover Your Signature Goorin. Body: Since 1895, we've been crafting more than just hats—we've been making statements. Find the piece that speaks your language and tells your unique story. #BoldHatmakers #ItsAGoorin
• •Headline: Join The Family. Wear Your Wild. Body: Our iconic "The Farm" truckers aren't just hats; they're a nod to your spirit animal. Unconventional, authentic, and always ready for an adventure. Which one are you? #GoorinBros #TheFarm
• •Headline: Legacy Woven In. Style Worn Out. Body: Four generations of hat-making passion, sewn into every stitch. Experience the Goorin Bros. difference – where timeless craft meets your modern edge. #Since1895 #Craftsmanship
• •Headline: Don't Just Turn Heads. Start Conversations. Body: Life's too short for boring headwear. Our hats are designed to be seen, to be heard, and to spark a little something extra. What will your Goorin say today? #ExpressYourself #GoorinStyle
• •Headline: Fresh Drops. Foolish Pursuits. Future Classics. Body: The tradition continues, but we never stand still. Get on the Goorin Drops app for exclusive access to our latest unconventional ideas, because the best is yet to be worn. #GoorinDrops #UnconventionalIdeas