Brand Tone

Authentic, proud, friendly, relatable, down-to-earth, and sincere, deeply rooted in regional identity and personal storytelling.

Brand Values

• •Authenticity and Heritage
• •Handmade Quality
• •Community and Family
• •Sustainability
• •Accessibility and Support

Best Practices

• •Embrace the Dialect: Continue to naturally weave Yorkshire slang and phrases into the copy. This is your unique identifier and builds a strong connection with your target audience.
• •Tell the Story: Regularly remind your audience of the brand's origins. Share behind-the-scenes content, highlight the family involvement, and talk about the handmade process. This reinforces authenticity and brand value.
• •Maintain a Friendly & Approachable Tone: Whether it's a product description or a social media reply, keep the language warm, inviting, and personal. Address your customers as part of a community.
• •Highlight Quality and Sustainability: In your messaging, consistently mention the hand-embroidered quality and eco-friendly practices. These are key differentiators that justify the premium nature of a handmade product.
• •Focus on Pride, Not Just Products: Frame your products as a way for customers to express their identity and pride. The copy should sell a feeling of belonging and hometown love, not just a sweatshirt or a bag.

Social Perception

A genuine and cherished local brand, perceived as a source of unique, high-quality gifts reflecting regional pride. The narrative of a young, family-supported entrepreneur building a business resonates well, contributing to a positive, supportive, approachable, and grounded reception.

Copy Examples

• •Cold evenings call for a cuppa and your favourite sweatshirt. Our 'Reyt Good' design is hand-embroidered right here in Sheffield, made to keep you cosy. What's your go-to Yorkshire saying? Let us know below! #MOHKbyAmi #YorkshireAndProud #HandmadeInSheffield #SmallBusinessUK
• •Wear Your Roots. Authentic, hand-embroidered Yorkshire apparel. Made with pride in the Steel City. Shop the collection.
• •The Perfect Gift for Any Yorkshire Lass or Lad. From 'Am Off T'Shop' totes to 'Mardy Bum' tees, find a gift that speaks their language. Each MOHK by Ami piece is handmade and packed with Yorkshire love. Shop now for free delivery over £50! Shop Now
• •There’s no better way to say it. For those brisk Yorkshire mornings and biting winds, our 'Chuffin Freezin' beanie has you covered. Embroidered by hand on a super-soft, snug-fit beanie, it’s the perfect nod to our beloved northern weather. Each hat is made to order, making it a truly unique piece of home.
• •A Little Bit of Yorkshire, Straight to Your Inbox