Brand Tone

humorous, irreverent, and culturally savvy.

Brand Values

• •Cultural Pride
• •Humor and Fun
• •Community & Giving Back
• •Quality
• •Authenticity

Best Practices

• •Create a "Voice Bible": Develop an internal document that outlines the brand voice. Include key slang words to use (and avoid), define the level of irreverence, and provide clear examples of on-brand vs. off-brand copy.
• •Speak the Local Language: Consistently use terminology and references specific to New Orleans culture (e.g., "neutral ground," "making groceries," "Who Dat?"). This reinforces authenticity.
• •Lead with Humor, Follow with Product: The primary goal of the copy should be to entertain and connect. The call to action to buy the product should feel like a natural extension of the joke or cultural observation, not the sole purpose of the post.
• •Engage, Don't Just Broadcast: In all social media copy, ask questions and encourage user-generated content that fits the brand's fun-loving spirit. Respond to comments using the same witty and familiar tone.
• •Tie it Back to Values: Whenever possible, subtly weave the brand's core values into the copy. A post about a new design can be fun while also highlighting the quality of the shirt or its connection to a community event.

Social Perception

niche, local-first brand with a strong, authentic connection to New Orleans. Customers and followers on social media engage positively with the culturally specific humor. The brand is seen as an insider's choice for apparel that truly represents the city's vibe, as opposed to generic tourist merchandise.

Copy Examples

• •You know that feeling when the streetcar is *actually* on time? Yeah, we don't either. But this shirt is the next best thing. New drop live on the site. Snag yours before they disappear faster than a snowball in July. #GumboCoolio #NOLAlife #NewOrleans #StreetcarChronicles
• •Don't go home with a boring souvenir. Grab a piece of the real New Orleans. GumboCoolio is for the festival-goers, the foodies, and the fun-havers. Shop online and bring the spirit of the Crescent City back with you. #VisitNOLA #FrenchQuarter #MardiGrasWorld #GumboCoolio
• •Look Good. Do Good. Feel Good. Every purchase from our Capt. Beauregard collection helps support local animal shelters. Wear your heart on your sleeve—literally. #PawsForACause #NOLACharity #GumboCoolio
• •Uh Oh, We Made Something Weird Again... We got inspired by a 3 AM po'boy run and things got... creative. Check out the new collection that's 100% New Orleans, 0% serious. #NotSorry #GumboCoolio #KeepNOLAWeird
• •Shield your face from that Louisiana sun, whether you're at Jazz Fest or just pretending you are in your backyard. This bucket hat offers 360 degrees of shade and 365 days of style. Practical, comfortable, and cooler than the other side of the pillow. #BucketHat #FestivalGear #GumboCoolio