Brand Tone

Approachable expertise; knowledgeable and passionate about fly fishing, yet welcoming and encouraging to all skill levels. The language is friendly, personal, and grounded in authentic experience, often with a touch of humor and humility.

Brand Values

• •Craftsmanship and Quality
• •Authenticity and Passion
• •Community and Inclusivity
• •Expertise and Education

Best Practices

• •Always Speak from Experience: Base your copy on real fishing scenarios and authentic passion. Use "we" and "I" to maintain the personal, founder-led voice. Avoid overly corporate or generic marketing language.
• •Be Welcoming and Inclusive: Use language that invites newcomers and veterans alike. Explicitly state that all skill levels are welcome and emphasize the educational aspect of your services.
• •Balance Expertise with Humility: Share knowledge and tips confidently, but don't be afraid to include humor and stories of "the one that got away." This makes the brand more relatable and human.
• •Focus on the "Why," Not Just the "What": Instead of just selling a fly, sell the confidence it inspires. Instead of just selling a trip, sell the adventure and the memories. Connect the products and services to the core emotional experience of fly fishing.
• •Maintain a Consistent Visual and Verbal Identity: Ensure the friendly, expert tone is reflected not just in words but in the style of photography, the responsiveness to comments, and the overall aesthetic of your online presence. Keep it clean, professional, and authentic to the coastal fishing lifestyle.

Social Perception

Onion Creek Fly Company is perceived as a genuine and high-quality niche brand within the fly fishing community. It is recommended as a source for well-made flies, with its identity closely tied to its founder, Capt. Wes McNew, whose personal expertise and podcast appearances establish him as a credible and respected figure. The brand's professional digital presence contributes to a perception of quality and legitimacy, providing custom products and authentic fishing experiences.

Copy Examples

• •Tied for the Texas tides. Our custom saltwater flies aren't just made; they're engineered from years of on-the-water experience. Each one is a product of salty hands and a passion for the pull. Stop guessing, start casting with confidence. Link in bio to shop the collection.
• •Your Texas Coast adventure is waiting. Whether you're a seasoned pro or have never held a fly rod, we're here to put you on the fish. It's more than a guide trip; it's a day of learning, laughing, and making memories on the water. All skill levels, all walks of life, all welcome. Let's go fishing! Book your trip today.
• •It started with a simple love for the sport. Tying flies for friends turned into tying for shops, and soon, a passion became a profession. Onion Creek Fly Company was born from the salt, spray, and soul of the Texas coast. We're still just as passionate today, and our mission is simple: to share that feeling with you, one perfect fly and one unforgettable day on the water at a time.
• •Look the part. Feel the part. Our gear is designed for long days under the sun and celebrating at the dock afterwards. Built for comfort, made for the coast. Swipe up to grab yours.
• •Ever wonder what's on the menu for a hungry redfish? Understanding the local forage is key to choosing the right fly. Today, we're talking about mullet patterns. A slow, steady retrieve can be deadly when reds are cruising the flats. What's your go-to retrieve style? Drop a comment below!