Brand Tone

Nostalgic & Appreciative, Passionate & Enthusiastic, Community-Oriented & Collaborative, Slightly Kitschy & Fun, Informative & Educational

Brand Values

• •Preservation
• •Authenticity
• •Community
• •Storytelling
• •Appreciation of Aesthetics

Best Practices

• •Immerse in the Era: Use language, slang (judiciously), and references that evoke the mid-century and roadside Americana vibe. Think "swell," "cat's pajamas," or references to classic cars and drive-ins, but ensure it feels authentic and not forced.
• •Storytelling is Key: Every piece of copy, whether a product description or a social media post, should aim to tell a small story or share an interesting historical tidbit related to the inspiration behind the item or the brand's mission. This reinforces the educational and appreciative aspects of the tone.
• •Maintain a Passionate & Enthusiastic Voice: Let genuine excitement for the subject matter shine through. Use exclamation points where appropriate, and descriptive, evocative adjectives that convey a love for vintage aesthetics (e.g., "dazzling," "iconic," "charming," "timeless").
• •Emphasize Community and Preservation: Regularly highlight collaborations, the historical significance of the items, and any efforts to support preservation or local history. This reinforces the brand's values and community-oriented nature.
• •Visual-Verbal Harmony: Ensure the copy directly complements the visual elements. If an image is of a neon sign, the copy should reflect that specific charm. The language should enhance the nostalgic and appreciative feel conveyed by the brand's photography and design style.

Social Perception

A dedicated archivist and champion of vanishing history, A source of unique, high-quality, and meaningful products, An expert in mid-century design and retro motels, Community-focused and supportive, Engaging and informative

Copy Examples

• •Instagram Post (Image: A classic neon motel sign at dusk): Flickering lights and fading paint, but the stories these signs tell? They're as bright as ever. Our latest pin drop is a love letter to the golden age of roadside adventures. ✨ Tap to snag a piece of history. #MerchMotel #VintageNeon #RoadsideAmerica #PreserveHistory #Nostalgia
• •Product Description (For a keychain resembling a vintage motel key tag): Unlock a memory of a place that lives on in spirit. Our 'Desert Mirage Motel' keychain is more than just a tag for your keys; it's a tiny souvenir from a bygone era of open roads and starlit nights. Crafted with retro charm, it’s your daily reminder that some classics never fade. #RetroKeychain #MotelKeys #VintageInspired #MerchMotelFinds
• •Email Newsletter Snippet (Announcing a new collaboration): Hey History Lovers, We've teamed up with the legendary [Historic Diner Name] to bring you a collection that's sizzling with nostalgia! From their iconic Googie architecture to the checkered floors we all adore, these new pieces celebrate a true local landmark. Every purchase helps support their ongoing preservation efforts. Come on in! (Link to collection) #SupportLocalHistory #VintageDiner #MerchMotelCollab #RetroDesign
• •TikTok Video Script (Short clips of various old, unique buildings, upbeat retro music): Voiceover: Ever wonder about the stories hidden in the walls of these old beauties? 🏨🎬 At Merch Motel, we’re obsessed with keeping those tales alive! We're not just making merch; we're celebrating the cool, the quirky, and the irreplaceable. Join our journey! #VintageVibes #ArchitecturalGems #RetroLove #SaveOurSigns #MerchMotel
• •Website "About Us" Excerpt: Merch Motel isn't just a store; it's a passion project born from a lifelong fascination with the fading facades and flickering signs of America's roadside past. Founded by Barkev Msrlyan, we spend our days documenting these architectural treasures and creating original art and souvenirs inspired by places that, increasingly, only exist in our memories. We believe in the power of these designs to tell stories and connect us to a vibrant history. Join us in celebrating and preserving these 'souvenirs from places that don't exist.' #PreservationPassion #RetroInspired #RoadsideCulture