Brand Tone

Elegant & Sophisticated, Timeless & Classic, Aspirational & Graceful, Personal & Appreciative, Proud & Confident

Brand Values

• •Quality & Craftsmanship: The brand emphasizes the use of the world's finest straw and meticulous handcrafting techniques. Each hat is lock-stitched and blocked into shape.
• •Tradition & Heritage: With over 30 years of history, Peter Beaton positions itself as "much more than a brand; they are a tradition". They pride themselves on loyal customers spanning multiple generations.
• •Timeless Style: The hats are designed to be elegant and versatile, suitable for various occasions and intended to "serve your style needs for years to come".
• •Celebration of a Lifestyle: The brand celebrates "people who live with passion, grace, and a captivating sense of style". Their hats are seen as representing "a philosophy for living that nurtures, enriches, and celebrates the human spirit".
• •Personal Connection & Customer Service: As a family-owned business (now in its second generation), they are committed to personalized service and value their customer relationships.
• •Nantucket Identity: The brand is deeply rooted in its Nantucket origins, which informs its aesthetic and lifestyle association.

Best Practices

• •Emphasize Heritage and Craftsmanship: Consistently weave the story of the brand's 30+ year history, family ownership, and the meticulous, handcrafted nature of the hats into all communications. Use terms like "artisan," "handcrafted," "legacy," and "tradition."
• •Maintain an Elegant and Refined Vocabulary: Use sophisticated but accessible language. Avoid slang or overly casual terms. Focus on words that evoke quality, grace, and timelessness (e.g., "epitome," "meticulous," "refined," "captivating," "enduring").
• •Evoke the Nantucket Lifestyle: Use imagery and descriptive language that transports the audience to the idyllic, coastal settings associated with the brand. Highlight the connection to Nantucket's unique charm and sophisticated leisure.
• •Speak with Warmth and Personalization: While maintaining elegance, ensure the tone is approachable and appreciative, especially in direct customer interactions (social media comments, email). Reflect the "personal touch" the brand values.
• •Showcase Versatility with Sophistication: Illustrate how the classic hats can be styled for various occasions, from casual beach outings to more formal events, always maintaining an air of understated elegance rather than ostentation.

Social Perception

High-Quality & Luxurious, Iconic & Classic, Symbol of a Refined Lifestyle, Trustworthy & Reputable, Coveted & Aspirational

Copy Examples

• •Instagram Post (Image: Woman in a Wauwinet hat on a sun-drenched Nantucket beach): Embrace the timeless whisper of the coast. Our classic Leghorn straw, handcrafted with generations of artistry, is more than a hat – it's a legacy of style. Discover the Peter Beaton tradition. #PeterBeatonHats #NantucketElegance #TimelessStyle #HandcraftedLuxury #CoastalLiving
• •Website Homepage Banner: Peter Beaton: Weaving Nantucket's Grace into Every Hat. For Over 30 Years, A Tradition of Uncompromising Quality and Enduring Style. [Shop the Collection]
• •Facebook Ad (Carousel featuring different hat styles): From sun-dappled garden parties to serene seaside escapes, find the perfect Peter Beaton hat to accompany your moments. Each piece, a testament to meticulous craftsmanship and a celebration of passionate living. Which classic will you choose? #PeterBeaton #ArtisanHats #LuxuryStrawHats #ElegantAccessories #Lifestyle
• •Product Description Snippet (for the Sconset hat): The Sconset hat, with its charming upturned brim, offers playful sophistication. Hand-braided and shaped with precision, it’s a versatile companion that takes you effortlessly from town strolls to countryside adventures, embodying the spirited grace of Peter Beaton. #SconsetHat #PeterBeatonStyle #VersatileElegance #HandmadeHats
• •Email Newsletter Subject Line: An Invitation to Timeless Elegance | Discover New Arrivals from Peter Beaton *(Body Snippet):* Dear [Customer Name], At Peter Beaton, we believe style is a personal journey, not a fleeting trend. Explore our latest handcrafted hats, each designed to celebrate your unique grace and accompany you through life's cherished occasions...