Brand Tone

Nostalgic & Sentimental, Heartfelt & Warm, Authentic & Genuine, Appreciative & Celebratory, Storytelling-Driven, Respectful & Proud (of heritage)

Brand Values

• •Heritage & Tradition: Celebrating and preserving the cultural legacy and history, especially of the American South.
• •Craftsmanship & Quality: A commitment to producing high-quality, durable goods using traditional techniques like letterpress and hand-carving.
• •Authenticity & Uniqueness: Offering original designs that are distinct and meaningful, rather than mass-produced.
• •Community & Connection: Fostering a sense of belonging and shared identity among those who appreciate their aesthetic and the stories behind the products.
• •Nostalgia & Emotional Resonance: Creating products that tap into cherished memories and evoke strong positive emotions.
• •American Made: Supporting local craftsmanship and domestic production.

Best Practices

• •Embrace Nostalgia Authentically: Use language that evokes memories, traditions, and a sense of timelessness. Refer to good old days, cherished memories, or time-honored traditions where appropriate, but always with sincerity.
• •Tell Stories: Frame products and brand messages within narratives. Share the inspiration behind designs, customer stories (with permission), or the history that a piece represents. People connect with stories more than just product features.
• •Speak from the Heart: Use a warm, genuine, and approachable voice. Avoid overly corporate or sterile language. Write as if you're sharing something meaningful with a friend or community member.
• •Highlight Craftsmanship and Origin: Consistently mention the handcrafted nature, letterpress technique, quality materials, and Made in the USA aspect. This reinforces values of quality, authenticity, and tradition.
• •Focus on Connection and Shared Values: Write copy that resonates with a shared appreciation for heritage, place, and enduring values. Use inclusive language (we, us, our) when referring to the community that appreciates these ideals.

Social Perception

High-Quality Provider, Unique & Artistic, Evocative & Meaningful, Trustworthy & Customer-Focused, Celebrates Heritage

Copy Examples

• •Product Description (for a new state-themed print): Some places just stay with you. Our newest letterpress print is an ode to [State Name] – its sun-drenched afternoons, familiar skylines, and the unforgettable stories written on its soil. Handcrafted with the care it deserves, because home isn't just a place, it's a feeling. Bring a piece of it to your walls.
• •Social Media Post (Instagram/Facebook - with an image of a print in a home): That little corner of your home that feels most like *you*. We love seeing how our prints become part of your story, sparking memories and celebrating the places that shaped you. This [Print Name] print, finding its perfect spot. Where does your Old Try live? #TheOldTry #SouthernStories #LetterpressLove #HomeDecor
• •Email Newsletter Subject Line: Just In: Prints That Feel Like Coming Home. Email Body Snippet: Remember that feeling? The one that bubbles up when you think of a cherished place or a time gone by? We’ve bottled a little bit of that nostalgia into our latest collection of letterpress goods. Crafted with heart, right here in the USA, to help you hold onto those good old days.
• •About Us Snippet (for a social media bio or website footer): The Old Try: Handcrafted letterpress prints and goods that tell the stories of the places we love and the memories we hold dear. Keeping tradition alive, one print at a time. #MadeInUSA #SouthernHeritage
• •Holiday Promotion (e.g., Father's Day): For the man who taught you about good tunes, strong roots, and the art of a well-told story. This Father's Day, give him a gift that speaks from the heart. Our handcrafted prints are more than just decor; they’re a nod to the legacy he’s building. #OldTryDads #FathersDayGift #AmericanMade