Brand Tone

Authentic, Laid-back, and Heartfelt

Brand Values

• •Cultural Pride (Kuleana)
• •Musical Innovation
• •Community & Connection
• •Independence & Artistry
• •Giving Back

Best Practices

• •Embrace "Aloha" as an Action: Use words that convey warmth, kindness, and community. Terms like "'ohana" (family), "mahalo" (thank you), and "aloha" should be used genuinely to foster a sense of belonging.
• •Tell the Story: Ground the copy in the band's authentic journey. Reference their Maui roots, the fusion of musical genres, and their independent spirit. This reinforces the values of authenticity and artistry.
• •Keep it Laid-back and Conversational: Write in a relaxed, easygoing manner. Use straightforward language that feels like a conversation with a friend. Avoid overly corporate or formal phrasing.
• •Connect with Emotion: Use descriptive words that evoke the "feel-good," "heartfelt," and "uplifting" qualities of the music. Connect the merchandise to the feelings and experiences associated with the songs and live shows.
• •Highlight Community and Giving Back: Regularly mention the fan community and the Maoli Music Foundation. This reinforces the values of connection and social responsibility, showing that the brand is about more than just music and merchandise.

Social Perception

The public perceives Shop Maoli Music and the Maoli band as: Genuine Representatives of Hawaii, Genre-Bending Pioneers, Engaging and Talented Performers, and a Source of Positive Vibes.

Copy Examples

• •Headline: The Sound of the Islands, The Soul of the Country. Body: Wear the vibe. Our new Country Reggae hoodie is more than just merch; it's a piece of the Maoli sound. Blending the easy rhythm of the islands with the heartfelt soul of country, this is your new go-to for kickin' back and feelin' good. Shop the official collection.
• •Caption: New track just dropped! 'Yours Truly' is a love letter to the simple things, a reminder of that sun-soaked, good-time feeling. We poured our hearts into this one for you, our 'ohana. Stream it now and let the good vibes roll. Link in bio! #MaoliMusic #CountryReggae #NewMusic
• •Headline: A Little Bit Country, A Little Bit Reggae. All Aloha. Body: If you love the storytelling of country and the rhythm of reggae, you'll feel right at home with Maoli. We're an independent band from Maui, sharing our unique island sound with the world. Check out our music and shop the official gear that supports our journey.
• •Text: Shop Maoli Music is the official home for the merchandise of Maoli, Hawaii's #1 independent band. Born from the heart of Maui, our music blends the laid-back spirit of island reggae with the soulful storytelling of country. Every shirt, hat, and hoodie we create is for our fans our 'ohana. It's a way to share the aloha and carry the vibe wherever you go.
• •Subject: An Exclusive Look for Our 'Ohana! Body: Aloha! As part of the Maoli fan club, you're more than a fan; you're family. To say mahalo, we're giving you first access to our new 'Made in Hawaii' collection. Plus, a portion of every purchase helps fund the Maoli Music Foundation, empowering the next generation of artists here at home. Shop now and wear your support with pride.