Brand Tone

Authentic & Down-to-Earth, Friendly & Casual, Proudly Local, Passionate & Enthusiastic, Slightly Edgy/Counter-Culture

Brand Values

• •Quality
• •Authenticity/Originality
• •Customer Service
• •Independence & Localism
• •Community & Culture
• •Passion & Drive

Best Practices

• •Develop a "Brand Voice Chart": Create a simple chart with 3-5 core tone characteristics (e.g., Authentic, Friendly, Proudly Local, Passionate, Casually Confident). For each, list "Do's" (e.g., Use local landmarks, share customer stories, express enthusiasm) and "Don'ts" (e.g., Use corporate jargon, be overly formal, sound generic).
• •Tell Your Story (and Keep Telling It): Regularly weave elements of the brand's origin story, its connection to Humboldt, and its independent, woman-owned status into communications. This reinforces authenticity and values.
• •Embrace the "Urban Streetwear Meets Outdoorsy Hippie Gear" Blend: Ensure copy reflects this unique intersection. This can mean using language that appeals to both an appreciation for nature and a slightly edgy, independent style. Avoid leaning too heavily one way or the other consistently.
• •Engage Authentically: When responding to comments or messages, maintain the friendly, down-to-earth, and helpful tone. Use language that real people use, not overly scripted responses. Show that "kick ass service" is still a priority.
• •Visual Consistency Reinforces Tone: Ensure that the imagery used alongside copy aligns with the desired tone. Lifestyle shots in local Humboldt settings, showcasing the apparel in action during "adventures," will reinforce the outdoorsy, authentic, and local feel.

Social Perception

Locally Loved, Representative of Humboldt, Good Quality Apparel, Authentic Souvenir/Gear, Friendly and Welcoming, Connected to Nature and Outdoors, Acknowledges Cannabis Culture

Copy Examples

• •Instagram Post (Image: Person wearing a Humboldt hoodie overlooking a misty redwood forest): Lost in the Humboldt haze. Our classic Redwood L Hoodie isn't just apparel, it's a feeling. Woven with the spirit of ancient forests and coastal chill. Where will your Humboldt adventure take you today? #HumboldtClothing #RedwoodOriginal #WearYourRoots #ExploreHumboldt #PNWStyle
• •Website Product Description (For a new t-shirt design featuring a local animal and landscape): Rep the wild heart of Humboldt. This [New T-Shirt Name] tee features a hand-drawn [Animal, e.g., Roosevelt Elk] against the backdrop of the iconic [Landscape feature, e.g., King Range]. Crafted from our signature soft, durable cotton for all-day comfort, whether you're hitting the trails or the town. Locally inspired, globally worn. Get yours and carry a piece of NorCal soul. #HumboldtThreads #LocalArt #OutdoorGear #NorCalVibes
• •Facebook Ad (Targeting people who have visited Humboldt County or shown interest in redwood forests/Northern California): Took a piece of your heart home from Humboldt? Keep that rugged, free spirit alive with the original Humboldt Clothing Company. From iconic hoodies to fresh new tees, we’ve been outfitting locals and adventurers since 2002. Quality gear, authentic vibes. Shop the latest collection and bring Humboldt back to your everyday. [Link to website] #Since2002 #HumboldtCounty #AuthenticNorCal #TravelCalifornia
• •Email Newsletter Snippet (Highlighting company values): More Than Just Threads: At Humboldt Clothing Co., we're a small, woman-owned business born from a love for this unique corner of the world. We pour passion into every design and prioritize quality that lasts, just like the ancient redwoods that inspire us. Thanks for being part of our independent journey and helping us keep jobs right here in Humboldt. [Link to 'Our Story'] #SupportSmall #WomanOwned #HumboldtPride #QualityCrafted
• •Product Tag Copy: Humboldt Clothing Co. | Est. 2002 Woven with the spirit of Northern California. From the giant redwoods to the wild coastline, this garment is a piece of Humboldt culture. Wear it with pride. Independently owned. Crafted with care. [Website URL]