Brand Tone

Classic & Timeless, Confident & Witty, Approachable Sophistication, Authentic & Heritage-Rich, Celebratory & Fun-Loving

Brand Values

• •Heritage & Legacy
• •Innovation
• •Quality & Craftsmanship
• •Comfort & Style
• •Authenticity
• •Versatility
• •Customer Connection

Best Practices

• •Embrace the Heritage with a Modern Wink: Always acknowledge the brand's rich history and New Orleans roots, but speak to the contemporary man. Avoid overly nostalgic or old-fashioned language unless it's for a specific retro campaign. Reference the founder's innovative and showman spirit.
• •Inject Personality – Confident & Witty: Use a touch of the signature Haspel wit. Phrases like 'clothing meant for a good time,' 'polish without pretention,' or even a playful internal motto can inform the copy's feel. The tone should be self-assured but not arrogant.
• •Focus on the 'Why' – Comfort, Style, and Good Times: Connect the product features (lightweight fabric, seersucker pucker, versatility) to the benefits (staying cool, looking sharp, enjoying life's moments without clothing being a fuss).
• •Speak Authentically, Like Family: Given it's a fourth-generation family business, the voice should feel genuine and passionate about the brand and its legacy. Avoid overly corporate or generic marketing-speak.
• •Maintain Visual and Verbal Consistency: Ensure the language used in marketing materials, social media, and on the website aligns with the visual branding, which often portrays a classic, stylish, yet relaxed and social lifestyle. The story of 'music, food, and booze' from New Orleans provides a vibrant backdrop.

Social Perception

Iconic & Synonymous with Seersucker, Respected Heritage Brand, Symbol of Southern Style & Summer, Modernizing Classic, Aspirational, Quality Concerns (Minority View but Present)

Copy Examples

• •Headline: The Original Cool. Since 1909. Body: Joseph Haspel Sr. didn’t just invent the seersucker suit; he invented a way to beat the New Orleans heat with style. Over a century later, we’re still making clothes that never get in the way of a good time. That’s Haspel. Damn right. Call to Action: Discover Your Cool
• •Social Media Post (Image: Man in a Haspel seersucker jacket, laughing at an outdoor cafe): Caption: Some things are timeless: good company, a perfect Sazerac, and a Haspel seersucker that feels as good as it looks. Born in New Orleans, made for wherever life takes you. #Haspel #SeersuckerSeason #AlwaysClassic #ClothingForAGoodTime Hashtag Focus: #HaspelHeritage #NewOrleansStyle
• •Product Description (for a modern seersucker sport coat): Meet your new old favorite. The [Product Name] Seersucker Sport Coat takes our legendary puckered comfort and tailors it for today. Lightweight, breathable, and undeniably Haspel. Because being comfortable and looking sharp shouldn’t be a compromise. It’s a tradition. Detail Snippet: Wash-and-wear? Our great-grandad famously dove into the Atlantic in his. We wouldn't recommend it for *this* one, but the spirit of effortless style lives on.
• •Email Subject Line: Still Making History. Still Keeping You Cool. Email Body Snippet: From Ivy League campuses in the '20s to your next weekend adventure, Haspel has been the mark of a man who knows style isn't about stuffiness. It’s about ease, confidence, and a little bit of that Crescent City soul. Explore the new collection – heritage sewn into every stitch.
• •Website Banner Text: Haspel: Over 115 Years of Not Being Your Father's Stuffy Suit. (Unless your father was exceptionally cool). Sub-text: We’re still innovating, still crafting classics, and still inspired by the city that taught us everything about living well.