Brand Tone

Authentic, Proud, and Casual

Brand Values

• •Cultural Representation
• •Community Support
• •Local Pride
• •Authenticity

Best Practices

• •Use Hyper-Local Language: Continue using terms, names, and area codes (like "670," "Saipan," "Paire") that are instantly recognizable to the target community. This builds authenticity and a strong in-group connection.
• •Lean into User-Generated Content: Actively encourage and feature photos and videos from customers on TikTok and other potential platforms. This reinforces the community-centric value and provides authentic social proof.
• •Tell the Story Behind the Products: For items like "Islandry670 Jewelry," share the story of the local artisan. This adds depth to the "Community Support" value and creates a richer brand narrative.
• •Stay Visually Consistent: Ensure that all brand photography and videography reflect the casual, sun-drenched, natural lifestyle of the Mariana Islands. The visuals should feel authentic and unstaged.
• •Prioritize Community Engagement Over Corporate Speech: In all communications, speak like a neighbor, not a corporation. Use a conversational tone, ask questions, and celebrate community milestones. Avoid generic marketing jargon, as it would clash with the brand's grassroots feel.

Social Perception

A local lifestyle brand, community-centric and regionally focused, perceived as being for and by its target community in the Northern Mariana Islands.

Copy Examples

• •From Saipan to Tinian and all the way to Rota, weekends are for the crew. Keep the sun out and the pride in. #ThePacificSupply #MarianaIslands #ChamorroPride #670
• •The "Paire" Trucker Hat. Pure Island Vibe. Whether you're hitting the beach or just cruising, the Paire trucker has you covered. It's more than a hat—it's a piece of home. Designed for us, by us. Represent the Marianas wherever you go.
• •Show us your 670 pride! Where are you repping The Pacific Supply today? #ThePacificSupplyChallenge #Saipan #Guam #IslandStyle
• •Fresh Gear for the Marianas Soul 🔥 New looks just dropped. Inspired by our islands, made for our people. Check out the latest from The Pacific Supply.
• •More Than a Brand. It's Our Story. The Pacific Supply was born from a love for our home—the Mariana Islands. We wanted to create gear that speaks our language and shows our pride. Every hat, every design is a shout-out to our culture, our people, and our way of life. This is for all of us. This is The Pacific Supply.