Brand Tone

Authentic & Proudly Local, Nostalgic & Story-Driven, Friendly & Community-Oriented, Genuine & Fun.

Brand Values

• •Local Pride
• •Authenticity
• •Community
• •Quality & Comfort
• •Heritage Preservation

Best Practices

• •Always Speak like a Local: Use the local lexicon ("The County," "PEC"). Frame communications from the perspective of someone who lives there and loves it. This builds authenticity and a sense of community.
• •Lead with Story and Emotion: Instead of just listing product features, connect each design to a place, a memory, or a feeling associated with PEC. Ask questions like, "What does this place mean to you?"
• •Prioritize "We" over "I": Use inclusive language. The brand is a representation of the entire community spirit. Phrasing like "We love..." or "Our community..." reinforces this collective identity.
• •Champion the Entire Region: Regularly feature different towns, landmarks, and experiences from all over Prince Edward County in social media and marketing. This positions the brand as a true ambassador for the whole area, not just one town.
• •Keep it Genuine and Simple: Avoid overly polished marketing-speak. The tone should feel like a friendly conversation. Be direct, be warm, and let the passion for the product and the place shine through naturally.

Social Perception

An Essential PEC Brand, a Community Pillar, and High-Quality and Stylish.

Copy Examples

• •Instagram Post (Showcasing a new design): Image: A lifestyle shot of someone wearing a new t-shirt with a "Waupoos" design, overlooking the water. Copy: That golden hour glow hits different in Waupoos. Our newest tee captures that late-summer, apple-picking, lakeside-living feeling. Made with our signature soft cotton, it’s like wearing a memory. Tap to shop the new collection and wear your County story. #CountyTshirts #PrinceEdwardCounty #Waupoos #WearThePEC #MadeInTheCounty
• •Facebook Ad (Targeting past visitors): Image: A carousel of popular t-shirts (e.g., Sandbanks, Picton, the PEC oval). Headline: Miss The County? Body: Keep that PEC feeling with you all year long. Our iconic designs are more than just t-shirts; they’re a piece of your favourite place. Made for comfort, designed for memories. Order yours today and get a little piece of The County delivered to your door. #PrinceEdwardCounty #TheCounty #PECMemories #ShopLocalOnline
• •Website Banner (Homepage): Text: It's more than a place. It's a feeling. Subtext: Authentic, comfortable apparel that tells the story of Prince Edward County. Button: Shop The Collection
• •TikTok Video Script: Visual: Quick cuts of different people pointing to the town name on their County T-shirt, then cutting to a beautiful shot of that actual location (e.g., person points to "Bloomfield" on their shirt, cut to a shot of Bloomfield's main street). On-Screen Text: Represent your favourite spot. Audio: Upbeat, trending indie song. Caption: Where in The County is your heart? Tell us in the comments! 👇 #PECtour #CountyTshirts #Picton #Wellington #Bloomfield #TheCounty #PrinceEdwardCounty
• •In-Store Signage (For a seasonal collection): Headline: The County Fall Edition. Body: Cool breezes, turning leaves, and that perfect cozy sweater. Our new Fall Collection is here, inspired by autumn drives and harvest season in PEC. Crafted for comfort, designed for the perfect fall day.