Brand Tone

Aspirational yet Accessible, Authentic & Passionate, Community-Focused & Friendly, Curated & Quality-Conscious, Modern & Timeless, Enthusiastic & Playful

Brand Values

• •Quality & Craftsmanship
• •Community
• •Passion
• •Authenticity
• •Customer Experience
• •Curation
• •Local Connection/Sense of Place

Best Practices

• •Lead with 'Curated Quality': Always emphasize the thoughtful selection process and the quality of the goods. Use terms like 'handpicked,' 'select,' 'premium,' 'designed for,' and 'modern craftsmanship' to convey this value.
• •Infuse Local PEC Identity: Regularly connect the brand and products to Prince Edward County. Mention the lakes, the local lifestyle, seasonal activities, and the unique charm of Wellington to build a strong sense of place and authenticity.
• •Maintain a Passionate & Authentic Voice: Let the genuine enthusiasm for the products, the surf lifestyle, and the community shine through. Share stories and insights that reflect the founders' vision and the brand's journey.
• •Foster Community & Connection: Use inclusive and welcoming language. Encourage interaction, share customer stories (with permission), and highlight events or aspects that bring people together (like the coffee bar or surf meet-ups).
• •Balance Style with Substance: While showcasing the aesthetic appeal of the products, also hint at their versatility, durability, and how they fit into an active, stylish life. Ensure the tone is aspirational but always grounded and approachable.

Social Perception

Largely Positive, Destination Retailer, Community Hub, High-Quality Offerings, Passionately Owner-Operated, Digitally Savvy

Copy Examples

• •Instagram Post (Highlighting a Versatile Piece): > 'From county explorations to cozy evenings by the lake, the new [Sweater Name] from [Brand] is your go-to. Effortlessly chic, undeniably comfortable. Discover layers you'll live in, curated for the PEC life. In-store & online. #OAKClothingCo #PrinceEdwardCountyStyle #TimelessFashion #ShopPEC'
• •Facebook Post (Promoting Surf Club Aspect): > 'Chasing swells on Lake Ontario? OAK Surf Club is geared up for you! We’ve got the boards, the wetsuits, and the local know-how to make your Great Lakes surf adventure epic. Plus, the coffee's always brewing for post-surf chats. Come hang with the community. #OAKSurfClub #LakeSurfing #PECSurfCulture #WellingtonON #SurfShop'
• •TikTok Video Idea (Day in the Life/Store Vibe): > *(Upbeat, indie folk music)* > **Visuals:** Quick cuts – sunrise over lake, barista making coffee, stylish flat lay of new clothes, someone trying on a hat, surfboard display, friends chatting in store. > **Text Overlay:** 'PEC Days & OAK Ways ☀️☕️🏄‍♀️' > **Caption:** 'Your daily dose of good coffee, curated style, and Great Lakes surf vibes. This is OAK Clothing Co. – more than a store, it's a community. Come say hi! #OakClothingPEC #PrinceEdwardCounty #WellingtonOntario #BoutiqueLife #SurfAndStyle #ShopLocal'
• •Email Newsletter Introduction (Seasonal Focus): > **Subject: Embrace the County Season with OAK** > 'As the seasons shift in Prince Edward County, so does our curated collection. At OAK, we’re passionate about bringing you pieces that blend modern style with the authentic spirit of our lakeside home. From cozy knits perfect for crisp mornings to gear that readies you for your next adventure, discover quality goods handpicked for your life here. Explore what's new and find your next favourite.'
• •Website Banner Text: > 'OAK CLOTHING CO. | Curated Men's & Women's Apparel | OAK SURF CLUB | Wellington, Prince Edward County | Style for Here.'