Brand Tone

authentic, traditional, and trustworthy

Brand Values

• •Heritage and Tradition
• •Authenticity and Quality
• •Family and Community
• •Timeless Style

Best Practices

• •Always Emphasize "Made in Ireland": This is a key differentiator and a significant value proposition for customers. It should be prominent in product descriptions, social media bios, and marketing materials.
• •Tell the Heritage Story: Regularly incorporate the brand's long history (since 1876) and family-run status into the copy. This builds trust and emotional connection.
• •Use a Warm and Trustworthy Tone: The language should be friendly and genuine, reflecting the feeling of a welcoming, long-established family shop. Avoid corporate jargon and overly trendy slang.
• •Focus on Quality and Durability: Use descriptive words that convey the high quality of the materials (e.g., "pure wool," "highly-skilled craftspeople") and the timeless, long-lasting nature of the garments.
• •Connect to Place: Mentioning Westport and the west coast of Ireland adds authenticity and a sense of place, grounding the brand in its Irish roots and appealing to the romance of the location.

Social Perception

The brand is perceived as a provider of genuine, high-quality Irish heritage products.

Copy Examples

• •Wrap yourself in the warmth of Irish tradition. Our Aran sweaters are more than just knitwear; they are a piece of history, handcrafted by skilled artisans in Ireland to last for generations. Feel the quality of pure wool.
• •Since 1876, our family has been sharing the finest Irish tweeds and knitwear from the heart of Westport. When you choose Kelly's, you're not just buying a sweater—you're becoming part of a story.
• •Beyond warmth, find timeless style. Our classic knitwear is designed to be a durable and elegant staple in your wardrobe, effortlessly complementing any look with authentic Irish craftsmanship.
• •From the rugged coasts of West Ireland to your closet. Each stitch in our knitwear tells a story of heritage and quality. #KellysKnitwear #MadeInIreland #AranSweater #IrishTradition
• •Kelly's Knitwear: Authentic Irish Craftsmanship Since 1876. Discover timeless garments made with passion and heritage.