Brand Tone

Proudly Authentic and Modern Nostalgic

Brand Values

• •Heritage & Identity
• •Quality & Transparency
• •Authenticity
• •Community & Place

Best Practices

• •Always Anchor to the Island: Every piece of copy should, in some way, connect back to the Île de Groix. Use sensory details the color of the sea, the feeling of the wind, the name of a specific location on the island to maintain a strong sense of place.
• •Lead with Heritage: Start product stories with the 'why' the historical inspiration. The explanation of the name 'GX590' is a perfect example; apply this principle to designs, colors, and product types.
• •Emphasize 'Made in France' with Specifics: Don't just say 'Made in France.' Continue to use the specific details: 'knitted in the Somme,' 'screen-printed in Lorient,' 'assembled at Dolmen.' This builds immense trust and reinforces the quality value.
• •Use a 'Modern Nostalgic' Vocabulary: Blend words of heritage and history (e.g., 'legacy,' 'thoniers,' 'authentic') with modern, aspirational language (e.g., 'reimagined,' 'designed for today,' 'timeless style').
• •Speak to the 'Insider': Write as if you are speaking to someone who loves and understands Brittany. Use cultural shorthand and references that resonate with this audience, making them feel like part of an exclusive community. This reinforces loyalty and brand affinity.

Social Perception

The public perception appears to be that of a high-quality, authentic niche brand. It is positioned alongside other respected local heritage brands like Le Minor. Being featured by tourism boards and in eco-conscious concept stores suggests it is well-regarded and trusted. Customers are likely those who value craftsmanship, local production, and have a personal or aspirational connection to Brittany and its coastal culture. The price point of its products, such as sweatshirts at 110, positions it as a premium, durable goods brand rather than a fast-fashion entity.

Copy Examples

• •Inspired by the Groix dawn, designed for everywhere else. Our new sweatshirt carries the story of the island in every fiber. Woven in the Somme, assembled in Normandy, and imagined right here, on our rock. Wear a piece of our history. #GX590 #MadeInFrance #IleDeGroix
• •The Thoniers' Jacket, Reimagined. We took the resilience of the historic Groix tuna fishermen's work jacket and tailored it for the modern adventurer. Durable, timeless, and carrying the soul of the island. This isn't just a jacket; it's a legacy. #VesteDeTravail #BretonHeritage #GX590
• •Your heart is in Brittany. Now your style can be too. GX590 is more than a brand; it's the story of the Île de Groix, from its fishing port past to its vibrant present. Discover authentic apparel, proudly made in France. Visit our shop at gx590.bzh.
• •Every piece we create starts with a story. This season, we explored the colors of the coastal paths and the strength of the sea. Discover apparel that connects you to the authentic spirit of Brittany's most unique island.
• •Take Groix with you. Our new sticker series features iconic designs from the island's heritage. Perfect for your laptop, van, or water bottle. Show your colors. #GX590 #StickersBretons #Breizh