Brand Tone

Patriotic & Traditional, Outdoorsy & Rugged, Authentic & Genuine, Appreciative & Community-Focused, Refined Southern Gentleman

Brand Values

• •American Craftsmanship & Manufacturing
• •Quality & Durability
• •Preservation of the Sporting Lifestyle
• •Love for Dogs (especially Labradors)
• •Conservation & Giving Back
• •Tradition

Best Practices

• •Embrace the "Sporting Lifestyle" Vernacular: Use language and imagery that resonate with hunting, fishing, and outdoor enthusiasts. Words like "field," "water," "sporting," "heritage," and "tradition" should be common.
• •Consistently Highlight "American Made": This is a core differentiator. Weave it into product descriptions, social media posts, and 'About Us' narratives to reinforce this value.
• •Incorporate the Canine Connection: Feature dogs (especially Labradors) in imagery and storytelling. Mention the brand's support for dog rescues to appeal to animal lovers.
• •Maintain a Tone of Refined Ruggedness: The copy should sound classic, dependable, and high-quality, but also adventurous and down-to-earth, appealing to the "Southern Gentleman" aesthetic.
• •Show, Don't Just Tell, Quality and Durability: Instead of just saying products are "high quality," describe the materials (e.g., "bridal leather," "hand-selected cotton") and the craftsmanship, emphasizing longevity and how items get "better with time."

Social Perception

High-Quality & Durable Goods, Authentically American, Strong Alignment with Outdoor/Sporting Lifestyle, Appreciation for Canine Companions, Good Customer Service, Premium Price Point

Copy Examples

• •Headline: Built for the Field. Crafted for Life. American Made. Body: Like a trusty companion by your side, our gear is designed for wherever adventure takes you. From the early morning mist on the water to the crackling of an evening fire, experience the enduring quality of Over Under. #PreservingTheSportingLifestyle #MadeInUSA
• •Headline: More Than a Logo. It's a Bond. Body: Our Labrador emblem isn't just a design; it's a tribute to the unwavering loyalty of Man's Best Friend. That's why a portion of every purchase supports at-risk dogs. Quality gear for you, a helping paw for them. #OverUnderDogs #AmericanTradition
• •Headline: The Classic Endures. Body: Trends fade, but true quality lasts a lifetime. Our apparel is rooted in American tradition, crafted with the finest materials for a timeless style that’s always at home in the great outdoors. Invest in heritage. #SouthernGentleman #AmericanCrafted
• •Headline: For the Sporting Life. For Generations to Come. Body: We're committed to "Preserving the Sporting Lifestyle" through durable, American-made goods and dedicated support for wetland conservation. Gear up for today, protect it for tomorrow. #ConservationCounts #OverUnderOutdoor
• •Headline: Feel the Difference of American Made. Body: From hand-selected American cotton to robust USA steer hides, every stitch and detail reflects our commitment to superior quality and domestic craftsmanship. Experience the Over Under standard. #QualityFirst #SupportAmericanMade