Brand Tone

Aspirational and Exclusive, Intimate and Insider, Angsty and Romantic, Modern and Trendy.

Brand Values

• •Fandom as Identity
• •Authenticity
• •Community
• •Storytelling
• •Emotional Connection

Best Practices

• •Speak the Universe's Language: Consistently use key phrases ("How's the weather, Parks?"), character names (Magnolia, BJ, Daisy, Christian), and locations from the books. This validates the reader's knowledge and reinforces community bonds.
• •Embrace the Angst: The brand's emotional core is drama and heartbreak. Use evocative and emotionally charged language that reflects the toxic, all-consuming romance of the series.
• •Highlight Exclusivity and Scarcity: Frame product launches as "limited drops" or "collections" to create urgency and hype, mirroring the high-stakes world of the characters.
• •Leverage User-Generated Content (UGC): Encourage fans to post their photos with a specific hashtag (e.g., #MagnoliaParksUniverse). Featuring fan content builds immense social proof and makes the community feel seen and valued.
• •Connect to the Author: When appropriate, mention Jessa Hastings or "House of Hastings" to reinforce the brand's authenticity as the official, author-approved source for merchandise.

Social Perception

The merchandise is highly desirable among fans, often seen as a "must-have" or a badge of honor within the community. Fans perceive the items as subtle enough for everyday wear while being instantly recognizable to fellow readers, creating an "if you know, you know" appeal. The direct link to author Jessa Hastings is highly valued, lending credibility and a personal touch that resonates with the audience. The community is very active on social media platforms like TikTok and Instagram, sharing unboxing videos, styling tips, and expressing emotional reactions to the products, which fuels hype and social proof.

Copy Examples

• •You’ve read their story. You’ve felt their heartbreak. Now, wear it. The official 'How's The Weather, Parks?' sweatshirt is here. For the lovers, the fighters, and the beautifully broken. Limited drop.
• •In your Daisy Haites era. This is for the ones who are their own Everest. Cozy, defiant, and unforgettable—just like her. Shop the Daisy Collection now.
• •It's more than merch. It's a secret language. A nod to the loves you get in a lifetime. Find your piece of the Magnolia Parks Universe. Explore the new arrivals.
• •Official gear from London's most talked-about circle. From Magnolia's style to BJ's angst, find the piece that tells your favorite part of the story.
• •Unboxing the feeling of finishing the latest Magnolia Parks book. This isn't just a t-shirt, it's a membership card to the heartbreak club. #MagnoliaParksUniverse #BookTok #JessaHastings #DaisyHaites