Brand Tone

personal, passionate, ruggedly aspirational, friendly, approachable, direct, enthusiastic, authentic, and down-to-earth

Brand Values

• •Authenticity & Self-Expression
• •Passion for the Outdoors & Western Lifestyle
• •Personal Craftsmanship
• •Community Connection

Best Practices

• •Always anchor copy in the shared love for the outdoors, music, and adventure, using emotive words that connect with the feeling of the activity.
• •Regularly remind customers that products are made by a real person (Casia), using phrases like "designed by me" or "from my workshop to you" to reinforce authenticity.
• •Use colloquialisms and terms that resonate with the target demographic (e.g., "rowdy," "howdy," "gettin' dirty," "kickin' up dust") to show genuine community understanding.
• •Emphasize the benefit of self-expression, echoing the brand's origin story about finding apparel that truly fits one's personality.
• •Connect apparel to specific moments by being visually descriptive, e.g., "The perfect crewneck for that post-hike beer" or "The hat you'll want for every sunny day at the rodeo."

Social Perception

The brand is perceived as a niche apparel company catering to individuals with a passion for outdoor and Western-style activities. Its presence at specialized events like PBR rodeos indicates a targeted marketing strategy. The perception is that of a small, authentic business where customers can find designs that resonate with their specific hobbies and lifestyle, not available from mainstream retailers.

Copy Examples

• •No time for negativity - just adventure and great outfits. Our 'Rowdy' crewneck is made for nights you'll never forget. Built for the front row, the bonfire, and everywhere in between. Tap to shop the look.
• •For early mornings on the lake and the stories you'll tell later. This isn't just a t-shirt; it's a piece of you. Designed by an outdoor enthusiast, for outdoor enthusiasts, and heat-pressed in-house so you can wear your passion. Made for a comfortable fit from the first cast to the last.
• •Adventure-Ready Gear Just Dropped 🤠
• •The Stovepipe Co: Unique Graphic Tees That Feel Like You. For the hikers, the hunters, the rodeo lovers. Find your fit.
• •From our press to your next adventure! ✨ Every order is designed, pressed, and packed by hand. #smallbusiness #graphictee #westernfashion #rodeo