Brand Tone

Proud, Humorous, Authentic, and Community-Oriented

Brand Values

• •Cultural Pride and Sovereignty
• •Authenticity
• •Community
• •Resilience and Empowerment
• •Supporting Indigenous Economies

Best Practices

• •Always Prioritize the "Why": Every piece of copy, from a tweet to a product description, should connect back to the core values of cultural pride, community, and authenticity. Remind the audience why the brand exists beyond just selling products.
• •Balance Humour with Heart: The brand's unique strength is its ability to be both funny and deeply meaningful. Maintain this balance. Use "blak humour" to build community but ensure it's paired with content that speaks to the resilience and strength of Indigenous peoples.
• •Speak With the Community, Not At Them: Use inclusive language like "Mob," "Mob," and "Yarn." Encourage user-generated content and feature customer stories. This reinforces the "grapevine" concept of a shared dialogue.
• •Educate Without Patronizing: For ally audiences, provide context and meaning behind designs and campaigns in a way that is educational and welcoming. Explain the significance of certain symbols or phrases to foster deeper understanding and respect.
• •Maintain a Consistent Voice Across All Platforms: While the tone might shift slightly (e.g., more formal on the website, more conversational on Instagram), the core personalityproud, authentic, community-orientedshould be unmistakable everywhere. A style guide defining key terms and the brand's stance can ensure this consistency.

Social Perception

Indigenous Grapevine is perceived as a vital and welcome presence by its target audience. Customers see it as more than just a clothing store; it is a platform for cultural affirmation. It is viewed as a grassroots-level contributor to the broader movement of Indigenous self-determination and cultural revitalization. For allies, it offers a tangible way to show support. The use of social media helps solidify its role as a modern, accessible, and relatable voice for Indigenous pride.

Copy Examples

• •Decolonize Your Drip. Your wardrobe called. It said it's tired of being boring. Our new line of tees is here to add a bit of deadly humour and a whole lot of pride to your fit. Wear it loud, wear it proud. #IndigenousGrapevine #BlakHumour
• •Mob, We See You. Tag us in your pics rockin' your Indigenous Grapevine gear! Nothing makes us prouder than seeing the community represent. Every tag, every share, every yarn... it all strengthens the vine. Let's show them how we shine. #StrongerTogether #IndigenousPride
• •Worn by Warriors. Designed by Mob. This isn't just clothing. It's a statement. Each piece is a tribute to 60,000 years of history, resilience, and storytelling. Wear your story. #IndigenousGrapevine
• •From a Sketch to a Statement: The Story of Our 'Always Was' Hoodie. It started with a conversation about what it means to stand on this land. Then, a sketch. Now, it's our best-selling hoodie. Every design we create has a story, rooted in our culture and our truth. Thanks for being part of the journey. Check out the story and the collection.
• •Be a Good Ally. Wear Your Support. Supporting Indigenous communities starts with listening, learning, and taking meaningful action. Buying from 100% Blak-owned brands is one way to show up. Our Ally Collection is designed for you to wear your support respectfully and proudly. #BuyNative #Allyship