Brand Tone

Respectful, Rugged, and Nostalgic

Brand Values

• •Heritage & Legacy
• •Authenticity & Craftsmanship
• •Durability & Quality
• •Connection to Nature
• •American Made

Best Practices

• •Always connect the product or message back to the story of Governor Percival P. Baxter. Use his values essent integrity, love for nature, rugged style essent as the foundation for all copy.
• •Be specific about where and how products are made. Mention "Maine artisans," "recycled WWII blankets," and "natural fabrics." This reinforces the values of authenticity and quality.
• •Employ words that convey durability, history, and craftsmanship. Use terms like "heritage," "legacy," "authentic," "rugged," and "hand-crafted." The tone should feel knowledgeable and confident, not trendy or casual.
• •Ensure that all visual and written content reflects a classic, timeless feel. The brand is about enduring style, not fleeting trends. The imagery and language should transport the audience to the woods and coast of Maine.
• •Customers are buying into a set of values. Copy should focus on the why essent the preservation of tradition, the honor of history, the support for local craft essent as much as the what (the product's features).

Social Perception

The public perceives Governor Baxter as a premium, niche outfitter of heritage goods, aspirational and high-end, story-driven, authentic, and principled.

Copy Examples

• •More Than a Vest. It's a Piece of History. Crafted in Maine from authentic WWII blankets, just the way the Governor would have wanted.
• •Some fabrics tell a story. Ours tell America's. Our reversible vest combines waterproof waxed canvas with the rugged warmth of virgin wool from 1940s US military blankets. Built by Maine sailmakers to honor a legacy and endure a lifetime. #GovernorBaxter #MadeInMaine #AmericanHeritage
• •Governor Baxter believed man's best friend deserved the best of Maine. That's why we build our dog beds with the same durable, natural materials as our outerwear. Filled with fluffy kapok and built to withstand years of fireside naps after long days on the trail. Give them the comfort and quality they've earned.
• •Wear a Legacy. Our Military Blanket Vests are Back.
• •We are a young Maine company with an old soul. Our mission is simple: to make good stuff for a good life, inspired by our great uncle, Governor Percival Baxter. He knew some things are worth preserving essentthe wilderness, tradition, and quality craftsmanship. We couldn't agree more.