Brand Tone

Nostalgic, Proud, Community-Oriented, Enthusiastic, Informative

Brand Values

• •Civic Pride & Heritage: Celebrating the history and iconic status of San Francisco's public transportation system.
• •Community & Belonging: Fostering a connection among riders and supporters of Muni.
• •Accessibility & Public Service: Providing vital public transportation.
• •Style & Modernity: Offering merchandise that is not just functional but also stylish, appealing to both those who appreciate retro designs and those looking for a modern, urban vibe.

Best Practices

• •Embrace Nostalgia Authentically: Use language and references that resonate with long-time San Franciscans and Muni riders (e.g., "worm" logo, Fast Passes) while explaining their significance to newer audiences.
• •Foster a Sense of Community & Pride: Frame purchases not just as transactions, but as acts of support for a vital city service and a way to join a collective of "Muni ambassadors."
• •Keep it Enthusiastic and Relatable: While linked to a public agency, the store's copy can be more informal and enthusiastic than official SFMTA communications, reflecting the excitement of fans and collectors. Use phrases like "We know you love..."
• •Highlight Iconic Design: Consistently emphasize the unique and beloved visual elements of Muni, especially the "worm" logo and vintage graphics, as these are key attractors.
• •Connect to Broader SFMTA Values (Subtly): While the focus is on merchandise, subtly weave in how supporting the store aligns with supporting a more connected, accessible, and vibrant San Francisco, echoing SFMTA's broader mission.

Social Perception

Positive (for the merchandise): Seen as a way for locals and fans to show affection for a San Francisco institution, leveraging the nostalgic and iconic aspects of the brand, potentially creating a more favorable touchpoint for the public with SFMTA. It allows people to express support for the idea and heritage of Muni.

Copy Examples

• •Headline: Wear Your Commute. Flaunt Your City. Body: From the classic "worm" to fresh city designs, The Muni Store is here. Grab your piece of SF history and show your Muni pride. Shop now! Call to Action: Explore Collections
• •Headline: More Than Merch. It's a Movement. Body: Every hoodie, tee, and mug from The Muni Store carries a piece of San Francisco's journey. Support your ride, celebrate our heritage. Call to Action: Shop The Muni Store
• •Headline: Remember That Fast Pass? We Do. Body: Relive the nostalgia with our Vintage Collection. Iconic designs that take you back, crafted for today. Perfect for every San Franciscan, rider or fan. Call to Action: Discover Vintage Finds
• •Headline: Roll With Us: Gear Up, San Francisco! Body: Whether you're a daily rider or an admirer from afar, The Muni Store has something for everyone who loves SF. From iconic logos to city-inspired gear, wear your heart on your sleeve (or your cap!). Call to Action: See What's New
• •Headline: The Official Look of San Francisco Transit. Body: The Muni Store is your stop for authentic apparel and collectibles. Show your support for the system that keeps SF moving and connect with a community of proud riders. Call to Action: Visit The Muni Store