Brand Tone

Adventurous & Fun-Loving, Authentic & Unconventional, Laid-Back & Approachable, Humorous & Quirky, Passionate & Creative

Brand Values

• •Adventure & Exploration
• •Quality & Durability
• •Authenticity & Originality
• •Community & Friendship
• •Creativity & Design
• •Passion for the Outdoors
• •Doing things the honest and pure way
• •Sustainability (Emerging Value)

Best Practices

• •Embrace the 'Heed the Call' Mentality: Every piece of copy should, in some way, inspire or relate to the idea of adventure, even if it's a small, everyday one. Keep the language active and evocative.
• •Inject Personality & Authenticity: Use a conversational, approachable, and sometimes humorous or quirky voice. Avoid overly corporate or generic language. Let the brand's unique mix of influences (surf, fish, western, art, music) subtly color the vocabulary and imagery.
• •Focus on the Experience, Not Just the Product: While highlighting features and quality is important, always tie them back to the experiences and lifestyle the products enable. Talk about the 'good times,' the 'mission,' and the 'camaraderie.'
• •Keep it Visually Inspired & Descriptive: Howler Brothers is a design-driven brand with a strong visual identity. Use descriptive language that paints a picture, evoking the sights, sounds, and feelings of the outdoors and the brand's aesthetic.
• •Stay True to the 'Howlery' Ethos: While 'Howlery' is an internal term for their unique blend of classic surf culture, vintage western wear, streetwear, tiki, and fly fishing, ensure the copy reflects this eclectic but cohesive spirit. It’s about finding that balance between functionality, style, and a touch of the unexpected.

Social Perception

High-Quality & Stylish, Authentic & Cool, Versatile, Associated with Adventure & Good Times, Austin-Centric but Broadly Appealing, Unique & Recognizable

Copy Examples

• •Sun's up, lines are tight, and the open road is calling. Our latest [Tee Name] tee is here for wherever your 'Heed the Call' takes you – from dawn patrol to dusk bonfires. Crafted with the good stuff for all-day comfort and that classic Howler vibe. Get out there.
• •Some days it's about the one that got away, other days it's just about being away. Good company, wild waters, and the kind of stories that only happen when you answer the call. #HowlerBros #HeedTheCall #FlyFishing #AdventureOn
• •Fresh Catch! New Howler Gear Just Hit the Shore. Tired of the same old tide? We've just landed a fresh batch of Howler goods, inspired by salty air, dusty trails, and the soundtrack of the wild. Gear up for your next escape – or just your next Tuesday. It’s all an adventure, right?
• •From wading the flats to wrestling with the backyard grill, our [Shorts Name] are built for the mission. Quick-drying, tough as nails, and comfortable enough to make you forget you're wearing pants (almost). Go ahead, make some stories.
• •We're not actual brothers, but we're bonded by a love for the wild, the weird, and the well-made. Howler Brothers was born from campfire tales, surf wax, and a healthy disregard for the beaten path. We make gear that’s ready for anything, just like you. So, Heed the Call – whatever it may be.