Brand Tone

Proud, Humorous, and Authentic

Brand Values

• •Community
• •Local Pride
• •Authenticity
• •Quality

Best Practices

• •Master the Vernacular: Continue using Philly slang like "jawn," "wooder," and "yo" naturally. This is the core of the brand's voice. Create a small glossary for internal use to ensure consistency.
• •Stay Current with Local Events: Tie content to what's happening in Philadelphia—be it a Phillies winning streak, a new restaurant opening, or a city-wide event. This keeps the brand relevant and timely.
• •Prioritize Humor and Relatability: The brand's strength is its personality. Copy should always aim to be witty, self-aware, and speak to the shared experiences of Philadelphians, avoiding a sterile, corporate tone.
• •Center the Customer as the Hero: Use "you" and "we" to create a sense of shared identity. Feature user-generated content prominently and write captions that celebrate the customers who are living the Philly life.
• •Balance Slang with Clarity: While slang is key, ensure the primary message (e.g., product benefits, call-to-action) is always clear. On product pages, for instance, pair the fun, slang-filled title with a clear description of the item's material, fit, and quality.

Social Perception

Positive, Insider Brand, Relatable

Copy Examples

• •It's not 'water ice,' it's WOODER ice. If you know, you know. Our new tee is softer than a fresh pretzel and perfect for those hot days on the Schuylkill. Grab this jawn before it's gone. #phillytings #WooderIce #Philly
• •The only thing better than a Sunday win is repping the Birds all week long. Our new Go Birds hoodie is ridiculously comfortable and built to last through four quarters and beyond. Free shipping on orders over $75. #GoBirds #Eagles #PhillyPride
• •On-screen text: 'When you hear someone from New York say they have the best bagels.' Caption: 'We don't make the rules. 🤷 #phillytings #phillyvsnyc #bagels #IYKYK'
• •Need a hat for the game? This jawn. A trip to the shore? This jawn. Bad hair day? You know the answer. This classic dad hat is the ultimate Philly accessory. It’s comfortable, adjustable, and says everything without saying anything at all. The perfect jawn for any situation.
• •Subject: 'This Jawn Is On Sale 🔥' Preview Text: 'Fresh gear just dropped. Don't miss out on these new Philly designs.'