Brand Tone

approachable, proud, and authentic

Brand Values

• •Local Pride
• •Community Celebration
• •Sustainability and Local Sourcing
• •Quality and Craftsmanship

Best Practices

• •Always Lead with Passion: Every piece of copy should reflect a genuine passion for Michigan. Use enthusiastic and positive language that conveys a love for the state.
• •Keep it Personable and Approachable: Write as if you're talking to a friend or fellow Michigander. Use 'we' and 'you' to create a direct connection with the audience.
• •Highlight Local Roots: Consistently mention that the products are designed and printed in Michigan. This reinforces authenticity and appeals to customers who want to support local businesses.
• •Tell a Story: Frame products around the stories, places, and experiences of Michigan. This adds depth and emotional connection to the brand.
• •Emphasize Quality and Sustainability: When mentioning product features, connect them back to the brand's values of quality craftsmanship and eco-conscious practices.

Social Perception

Primarily shaped by the brand's own narrative as a small, locally-owned business run by Michigan natives. The focus on local pride and community support is likely well-received by their target audience, tying the brand's identity to the positive 'vibes' associated with Michigan's natural beauty and cultural heritage.

Copy Examples

• •Carry a piece of the Great Lakes with you. Our new ultra-soft tee is a tribute to the fresh water and endless horizons that define our home. Wear your Michigan love.
• •We love seeing our gear out in the wild! Thanks for sharing your #MichiganVibes with us. Keep exploring and celebrating the Mitten State!
• •Have an idea for your own Michigan-inspired gear? We're here to help local businesses and creators bring their vision to life with our eco-friendly screen printing. Let's create something awesome together.
• •Cozy up in our new 'Up North' hoodie. Made with premium materials and printed right here in the Great Lakes Bay region, it's the perfect companion for bonfire nights and scenic drives. Feel the good vibes.
• •Born from a love for the Mitten State, Michigan Vibes is more than just a clothing line – it's a celebration of everything that makes our state unique. From the shores of the Great Lakes to the heart of our cities, we're proud to be Michigan made.