Brand Tone

Confident & Empowering, Practical & Functional, Stylish & Fashion-conscious, Authentic & Proud (Canadian/Newfoundland Heritage), Friendly & Approachable

Brand Values

• •Quality & Durability
• •Functionality & Practicality
• •Style & Design
• •Resilience & Strength
• •Authenticity & Heritage
• •Customer-Centricity

Best Practices

• •Embrace "Confident Resilience": Always write from a place of strength and capability. Use empowering language that reflects the brand's (and its wearers') ability to withstand challenges (like harsh weather) with grace and style.
• •Prioritize "Functional Elegance": Ensure copy balances both the practical benefits (waterproof, full-length, lightweight) and the stylish, fashionable aspects. Avoid overly technical jargon unless clearly explained, and always tie features back to the user's experience of comfort and confidence.
• •Weave in the "Authentic Heritage": Subtly and genuinely incorporate the Newfoundland/Canadian origin story. This isn't just a location; it's about resilience, connection to nature, and a no-nonsense approach to quality born from necessity.
• •Speak with "Approachable Authority": While confident in the product's quality and design, maintain a friendly, relatable voice. Share customer stories, use inviting language, and reflect the founder's passion and personal connection to the brand.
• •Be "Visually Descriptive & Emotionally Evocative": Use language that helps the reader visualize the coat (colors, design, how it feels) and connect with the emotion of feeling protected, stylish, and confident in any weather. Describe the experience, not just the product.

Social Perception

High-Quality & Effective, Stylish & Attractive, Worth the Price, Proudly Canadian, Innovative & Problem-Solving, Founder-Driven & Relatable

Copy Examples

• •Headline: Don't Just Weather the Storm. Own It. Body: Introducing the Mernini raincoat. Designed in the heart of Newfoundland, where resilience meets refined style. 100% waterproof, effortlessly chic, and built to empower you through any downpour. Because you deserve outerwear as strong and beautiful as you are. #MerniniStrength #StyleAndSubstance
• •Headline: From Boardroom to Boardwalk, Stay Impeccably Dry. Body: Why choose between fashion and function? The Mernini full-length raincoat offers the best of both. Lightweight, breathable, and undeniably stylish, it’s the practical elegance you need to conquer your day, rain or shine. Discover your perfect Mernini. #MerniniWorks #FashionablyFunctional
• •Headline: Newfoundland Tested. Globally Approved. The Mernini Difference. Body: Born from the wild beauty and unpredictable weather of Canada's East Coast, Mernini raincoats are crafted for those who demand performance without compromising on style. Feel the quality, embrace the protection, and tell your own story of resilience. #DesignedInCanada #MerniniHeritage
• •Headline: More Than a Raincoat. It's Your Confidence Woven In. Body: With Mernini, you’re not just wearing a coat; you’re wearing a commitment to quality, a nod to authentic Canadian design, and a layer of unwavering confidence. Choose from our vibrant palette and face the elements, beautifully. #MerniniColors #WearYourStory
• •Headline: The Secret to Loving Rainy Days? A Mernini Raincoat. Body: Tired of rain ruining your plans and your outfits? Our full-length, 100% waterproof raincoats are here to change that. Experience the joy of staying completely dry, wrapped in comfort and style. Explore the collection. #RainyDayReady #MerniniJoy