Brand Tone

Approachable, Friendly, Passionate, Enthusiastic, Creative, Bespoke, Nostalgic, Playful, Quality-Conscious, Artisanal

Brand Values

• •Craftsmanship and Quality
• •Customization and Personalization
• •Sustainability and Ethical Sourcing
• •Authenticity and Connection
• •Passion for Design (especially Retro/MCM)
• •American Made

Best Practices

• •Develop a "Brand Voice Chart": Explicitly define adjectives that describe your tone (e.g., "Playful," "Nostalgic," "Crafty," "Approachable," "Expert") and, importantly, adjectives that it is *not* (e.g., "Corporate," "Minimalist," "Serious," "Impersonal"). Provide examples of phrases for each.
• •Use Storytelling: Share the "why" behind Hazy Sunshine – the founders' passion, the inspiration for designs (like naming umbrellas after Jules' children), and the joy of the creative process. This reinforces authenticity and connection.
• •Be Genuinely Enthusiastic: Let the founders' personalities shine through. Alex's marketing background and Jules' sewing expertise and farm-life resourcefulness are part of the brand's charm. Use exclamation points where appropriate, share excitement for new products, and speak directly and warmly to the audience.
• •Incorporate Retro Lingo (Sparingly & Authentically): Words like "groovy," "rad," "vintage vibes" can enhance the retro feel if used naturally and not forced. Ensure it aligns with the founders' natural way of speaking.
• •Prioritize Customer Interaction & Personalization: Encourage questions, custom requests, and feedback in your copy. Phrases like "What retro dream can we bring to life for you?" or "Slide into our DMs – we love to chat design!" reinforce the accessible and bespoke nature of the brand. Regularly feature customer photos (with permission) to build community and showcase real-life applications of the products.

Social Perception

Hazy Sunshine is likely perceived by its niche audience as a high-quality, artisanal brand that offers unique, retro-inspired outdoor decor. Customers who value handmade, custom items and have an affinity for MCM or vintage floral designs would likely view the brand very positively. The founders' direct involvement and accessible tone probably contribute to a perception of a personal, trustworthy small business.

Copy Examples

• •Instagram Post Caption (Showcasing a new umbrella): Hello, sunshine (even the hazy kind 😉)! ☀️ Our brand new 'Mabel' umbrella is here to sprinkle your patio with pure retro joy. Handcrafted with love, American-sourced materials, and a whole lotta good vibes. Want a custom twist? Just ask! We love making your vintage dreams a reality. #HazySunshine #RetroPatio #HandmadeHome #MCMdecor #OutdoorLiving
• •Website Product Description (for a cushion): Remember those vibrant patterns from yesteryear? We've brought them back with a Hazy Sunshine kiss! Our 'RetroRevolve' cushions are more than just a comfy spot; they're a statement. Lovingly handmade in our Iowa workshop, each stitch is a testament to quality and our passion for design. Flip it, love it, and let the good times roll. Ethically sourced, built to last, and ready for your unique space. #VintageVibes #CustomComfort #MadeInUSA #PatioGoals
• •Facebook Ad Copy: Tired of the same-old, mass-produced patio look? 🙋‍♀️ At Hazy Sunshine, we're all about bespoke charm and patterns that pop! From funky floral umbrellas to custom cushions that scream 'YOU,' we handcraft sunshine for your outdoor space. Let's chat about your dream design! Visit hazy-sunshine.com – where passion meets precision. #HazySunshineStyle #RetroOutdoor #CustomMade #SupportSmall
• •"About Us" Snippet for Social Media: Just two gals, Alex and Jules, a pile of fabulous fabric, and a shared dream of bringing bespoke, retro-inspired sunshine to your backyard! ☀️ We're Hazy Sunshine – where everything's handmade, American-sourced, and infused with a little bit of hazy, happy, vintage magic. We don’t do mass-produced, we do YOU-produced! Come say hi! #MeetTheMakers #HazySunshine #HandmadeWithLove
• •Email Newsletter Subject Line: Get Ready to Groove! 🌼 Fresh Retro Drops & Custom Ideas from Hazy Sunshine! (Body Teaser): Hey Sunshine Lovers! We've been busy in the workshop conjuring up some new vintage-inspired beauties just for you. Plus, Jules has a new trick up her sleeve for custom orders...