Brand Tone

Proud, Authentic, and Community-Centric.

Brand Values

• •Cultural Heritage & Identity
• •Legacy & Connection
• •Community (Fa'asamoa)
• •Authenticity

Best Practices

• •Integrate Samoan Language: Continue to respectfully use Samoan words and phrases like "afio mai," "nu'u," and "fa'asamoa." Provide context or translations where necessary to educate and include a broader audience without losing authenticity.
• •Tell the Story Behind the Design: For each new product, create copy that explains the cultural significance of the design, pattern, or name. If a hoodie is inspired by The Mau movement, tell that story to deepen the customer's connection to the garment.
• •Emphasize "We" and "Us": Use collective pronouns to reinforce the community-centric tone. Write as if speaking from within the community, for the community. Phrases like "Our people," "Our culture," and "Our journey" strengthen the "TOLN family" identity.
• •Maintain a Respectful and Proud Tone: The voice should never feel like it's commercializing the culture, but rather celebrating it. The copy should always be rooted in respect for heritage, elders, and the cultural values the brand represents.
• •Engage with Community Events and Heroes: Continue aligning the brand with significant cultural events, holidays, and figures (like the Toa Samoa rugby team). This shows the brand is an active and proud member of the community it serves.

Social Perception

A Genuine Cultural Brand: Customers and followers likely see it as a legitimate, community-owned business that represents Samoan culture with respect and pride. Supportive of Community Pride: The creation of "Toa Samoa" merchandise during the rugby league season shows they are in sync with and supportive of events that generate immense pride within the Samoan community. Niche and Purpose-Driven: While not a large mainstream brand, its followers likely perceive it as having a specific and meaningful purpose—to uplift and represent their culture through apparel. It is seen as being "For the Culture & Our People."

Copy Examples

• •Wear Your Story. Our hoodies aren't just made of fabric; they're woven with the strength of our ancestors and the pride of our people. The TOLN hoodie is more than warmth—it’s a piece of home. #TamaOleNuu #PasefikaPride
• •From South Auckland to the world, we are one family. Welcome to the TOLN movement. This is for us, by us. Tag a member of your nu'u who needs to see this. #TOLNfamily #ForTheCulture
• •TAMA O LE NU'U means 'Child of the Village.' It’s our name and our promise: to create apparel that honors our roots, celebrates our journey, and connects our past with our future. This is legacy in every thread.
• •Inspired by the movement. Designed for our people. Stand tall in who you are. #TamaOleNuuApparel #Samoa
• •The wait is almost over. Our full collection returns in 2025, bringing the spirit of the Pasefika people to the forefront. For now, group orders for our exclusive Toa Samoa and community apparel are open via DM. Dress your team, your family, your village. #ConnectingGenerations