Brand Tone

Authentic & Passionate, Understated & Confident, Quality-Focused & Detail-Oriented, Craftsmanship-Oriented, Relatable & Honest, Inspired by Heritage & Lived-in Experience

Brand Values

• •Authenticity
• •Quality & Craftsmanship
• •Timelessness
• •Functionality & Wearability
• •Community & Connection
• •Integrity & Transparency
• •Independence

Best Practices

• •Lead with Authenticity: Always reflect the genuine passion and story behind the brand. Avoid marketing jargon or chasing trends in your language. Let the founder's voice and philosophy shine through.
• •Emphasize Quality & Craftsmanship Subtly: Instead of just saying "high quality," describe the specific materials, construction techniques, or design details that make the product superior. Let the product's features imply the quality.
• •Keep it Understated and Confident: Avoid hyperbole. The quality and design should largely speak for themselves. The tone should be assured but not arrogant.
• •Connect to Heritage & Function: Weave in the New England inspiration, workwear roots, and the idea of timeless, functional pieces. Use storytelling to connect garments to a sense of place or purpose.
• •Maintain a Relatable and Honest Voice: Be direct and transparent. If addressing feedback or talking about the brand's journey, do so openly. Foster a sense of community by speaking to customers respectfully and directly, as the founder often does.

Social Perception

Niche & Respected, High-Quality (with some caveats), Authentic & Founder-Driven, Aspirational but sometimes Pricey/Hard to Get, Improving & Evolving, Associated with "Classics, not novelties"

Copy Examples

• •Built for the Long Haul. Inspired by New England grit, crafted for wherever your path leads. This is Manresa.
• •It's in the Details. From Japanese-sourced fabrics to reinforced seams, we obsess over every stitch so you can focus on the wear. Discover the difference.
• •More Than Just Clothes. These are future hand-me-downs, stories waiting to be written. Garments made with purpose, by us, for you.
• •Inspired by the archives, redesigned for today. Familiar comfort, modern utility. Manresa: Wearable history.
• •No hype needed. Just honest materials and thoughtful construction. We make clothes we love to wear, and we think you will too.