Brand Tone

relaxed, aspirational, adventurous, nostalgic, and fun-loving

Brand Values

• •Escapism and Adventure
• •Nostalgia and Authenticity
• •Simple Joys and Unplugging
• •Quality and Storytelling
• •Passion for Photography and Travel

Best Practices

• •Embrace Storytelling: Weave narratives of travel, adventure, and nostalgia into product descriptions and social media posts, reflecting the brand's origins and values.
• •Use Relaxed and Evocative Language: Opt for words and phrases that conjure feelings of leisure, escape, and happiness (e.g., "sun-kissed," "carefree," "kick back," "wanderlust," "unplug").
• •Incorporate a Touch of Nostalgia: Reference "old-school charm," vintage aesthetics, or timeless experiences where appropriate, aligning with the brand's appreciation for patina and stories.
• •Keep it Light and Playful: Especially on social media, don't be afraid to use humor, wit, and engaging questions to interact with the audience, reflecting the fun-loving aspect of the brand.
• •Visually Align Copy: Ensure that the tone of the copy consistently matches the bright, aspirational, and often retro-tinged imagery used in marketing materials and on the website. The words should feel like they belong in the picture.

Social Perception

Customers and the public likely perceive Johnny Vacay as a brand that embodies a desirable, carefree vacation lifestyle. The apparel is associated with leisure, travel, and warm-weather destinations. The coffee table books are seen as high-quality, "heirloom-quality" publications that evoke nostalgia and tell interesting stories, making them suitable for home decor and gifts. The brand appears to resonate with individuals who appreciate travel, photography, vintage aesthetics, and a laid-back approach to life. There's a connection to specific aspirational locations like Aspen, Nantucket, Martha's Vineyard, and coastal California.

Copy Examples

• •For a new Cabana Set: "Sunset cocktails or morning beach strolls? Our new [Pattern Name] Cabana Set is ready for all your unplugged moments. Old-school cool, modern comfort. #JohnnyVacay #ResortWear #AlwaysOnVacation"
• •For the "Beach Rides" Coffee Table Book: "Flip through the pages and almost taste the salt in the air. 'Beach Rides' isn't just a book, it's a time machine to sun-drenched shores and the timeless tales of vintage island cruisers. Your coffee table's new centerpiece for daydreams. #JohnnyVacay #BeachRides #CoastalLiving #VintageCars"
• •Instagram Story introducing a new collection: "Trading in the 9-to-5 for sun, sand, and our latest threads. Inspired by [Location/Theme], designed for your ultimate escape. Swipe up to find your vacay vibe. #JohnnyVacay #NewCollection #Wanderlust"
• •Facebook Ad for a Sale: "That feeling of warm sun on your face and no alarms set? Get more of it. Our End-of-Season Sale is on – gear up for your next escape or bring the vacation vibes home. Limited stock, unlimited good times. #JohnnyVacay #Sale #TravelGear #SimpleJoys"
• •Brand Story Snippet for "About Us" or Social Media: "It started with a camera, a craving for adventure, and a healthy disregard for office life. Johnny Vacay is about those moments – the ones where you're truly present, kicking back, and soaking it all in. We make the gear for that. #JohnnyVacay #OurStory #Escapism #LiveTheVacay"