Brand Tone

Confident & Bold, Independent & Edgy, Quality-Conscious (with a local connection), Community-Oriented (online)

Brand Values

• •Originality & Exclusivity
• •Quality & Durability
• •Self-Expression & Trendsetting
• •Street Culture Connection

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (e.g., bold, independent, witty, etc.), core vocabulary (words to use/avoid), and grammatical style. Share this with anyone creating content.
• •Know Your Audience: Understand the language, slang (if appropriate), and cultural references that resonate with the streetwear community and your target customer. The tone should feel authentic to them.
• •Prioritize Attitude and Exclusivity: Use confident, assertive language. Highlight the unique, made-to-order nature of the products. Avoid generic descriptions.
• •Show, Don't Just Tell (Quality): Instead of just saying 'high quality,' describe the aspects that make it so (e.g., 'heavyweight cotton,' 'reinforced stitching,' 'graphics that don't fade'). Link this back to the 'Minnesota-tough' origin where applicable.
• •Maintain Consistency Across All Channels: Ensure the tone used on the website, social media, email marketing, and even customer service interactions is cohesive and reinforces the established brand personality. Regularly audit content to check for consistency.

Social Perception

A trendy, independent source for unique streetwear, building a community around their fashion and be seen as part of the current streetwear scene.

Copy Examples

• •Headline for new t-shirt release: 'Not For The Faint of Heart. The New [T-Shirt Name] Tee – Wear It Loud.'
• •Instagram caption for a hoodie: 'Engineered for the elements, designed to stand out. Our [Hoodie Name] isn't just a layer, it's a statement. Made in Minnesota, ready for anywhere. #LoonApparel #StreetwearNorth'
• •Website product description (skate deck): 'Carve your own path. The [Skate Deck Name] deck – durable build, exclusive graphics. Made-to-order, because conformity is a dead end. #LoonSkate #StreetStyle'
• •Email subject line for a sale: 'Quality That Speaks Volumes. Your Next Streetwear Staple Is Waiting.'
• •About Us snippet: 'Born from the gritty spirit of the North, Loon Apparel crafts streetwear that’s as resilient as it is raw. We don’t follow trends, we forge them. This is apparel for the unapologetic.'