Brand Tone

Authentic, irreverent, and community-focused. Speaks the language of its target military audience, using slang and in-jokes. Casual, direct, and avoids corporate jargon.

Brand Values

• •Authenticity and Heritage
• •Community and Camaraderie
• •Quality and Craftsmanship
• •Supporting Veterans
• •Sustainability

Best Practices

• •Continue using authentic naval and military slang and terminology to connect with the core audience.
• •Regularly emphasize the brand's origin as 'By Vets, For Vets' and highlight the founder's background as an ex-Navy Engineer.
• •Feature user-generated content, such as photos of crews wearing the gear, to reinforce community and provide social proof.
• •Maintain an irreverent and cheeky edge in the copy, aligning with the rebellious spirit often found in military and tattoo culture.
• •Consistently highlight the hand-drawn, tattoo-inspired nature of the designs to showcase craftsmanship and uniqueness.

Social Perception

Positive, viewed as a genuine brand that 'gets it' by its niche target audience. Perceived as 'for them, by one of them', enhanced by custom design service and veteran charity support.

Copy Examples

• •Fresh ink for the fleet. Our new [Design Name] tee is for those who know the difference between a ship and a boat. Hand-drawn, salt-of-the-earth gear for on and off duty. Wear it with pride. #RumMonkeyTees #NavalLife
• •Your crew, your story, your design. Got an idea for a custom tee that captures your unit's spirit? DM us. We'll draw it up for free. All you have to do is get your shipmates on board to order. Let's make it happen. #CustomGear #MilitaryTees
• •Support those who've served. A portion of proceeds from our 'Your Mental Health Matters' collection goes directly to The Mission to Seafarers. Look good while doing good. #VeteransSupport #GivingBack
• •Shout out to the crew of HMAS Arunta! Rocking their custom 'Champ' tees. Nothing beats seeing our designs out in the wild. #HMASArunta #AussieNavy
• •From the engine room to the drawing board. Every design is born from experience and a love for the traditional art of the sea. This isn't just a t-shirt, it's a piece of history. #VeteranOwned #TattooArt