Brand Tone

proud, local, and casual

Brand Values

• •Local Pride
• •Community Support
• •Accessibility
• •Direct Engagement

Best Practices

• •Embrace Local Vernacular: Incorporate Rhode Island-specific slang, landmarks, and inside jokes to build a genuine connection with the local audience.
• •Lead with Pride: Every piece of copy should reinforce a sense of pride in Rhode Island. Use celebratory and positive language that makes customers feel good about their home state.
• •Stay Community-Focused: Frame marketing messages around community events, local heroes, and shared experiences. This strengthens the brand's identity as a supporter of local culture.
• •Keep it Casual and Approachable: The tone should feel like talking to a friend from back home. Avoid overly corporate or formal language to maintain authenticity.
• •Highlight Accessibility: Regularly mention benefits like "free shipping" to appeal to Rhode Islanders living out of state, positioning the brand as a bridge to home.

Social Perception

The public perception of RI Hype is centered on its identity as a go-to source for Rhode Island-themed merchandise. There are no widespread negative sentiments directly associated with the gift shop.

Copy Examples

• •Rep your roots. From Providence to Newport, our latest collection is all about that 401 pride. Which town are you repping today? Drop it in the comments! #RIHype #RhodeIsland #OceanState
• •Wear Your Story. The official apparel for every Rhode Islander, near and far. Free shipping on all U.S. orders.
• •Missing the Ocean State? Get a piece of home delivered to your door. Our new line of super-soft hoodies and classic tees celebrates the best of Rhode Island. Shop now and carry a piece of RI with you.
• •More than just a neighborhood, it's a vibe. Celebrate the heart of Providence's Little Italy with this classic tee. Perfect for Sunday dinners, street festivals, or just showing off your favorite corner of the city. Made with 100% premium cotton for all-day comfort.
• •Hey Neighbor! Fresh Styles from the 401 Have Arrived.