Brand Tone

Proudly Kentuckian, Witty/Humorous, Modern & Fresh, Approachable & Friendly, Authentic, Slightly Edgy/Bold

Brand Values

• •Local Pride: Deep appreciation and celebration of Kentucky's identity, culture, and heritage.
• •Originality & Creativity: Commitment to offering unique, modern designs that stand out.
• •Quality: Implied through the desire to provide "gear" that people are proud to wear and display.
• •Community: Fostering a sense of belonging among Kentuckians and those who love the state. This is also seen in their responsiveness to customer design ideas.
• •Authenticity: Representing the real character of Kentucky, beyond stereotypes.

Best Practices

• •Embrace the "Uncommon": Always lean into what makes Kentucky and the brand unique. Avoid generic language. Use Kentucky-specific slang or references where appropriate and natural (e.g., "y'all," bourbon, Derby).
• •Inject Personality: Don't be afraid to be witty, a little sassy, or humorous. The brand isn't meant to be overly formal or stuffy. Let the passion for Kentucky shine through.
• •Stay Modern and Fresh: While nodding to history, ensure the language and style feel current and relevant to today's audience. Highlight the contemporary nature of the designs.
• •Speak to the Insider: Write as if you're talking to a fellow Kentuckian or someone who truly "gets" and appreciates the state's unique culture, even if the audience includes visitors. This creates a sense of authenticity and belonging.
• •Be Visually Consistent with Verbal Tone: Ensure that the copywriting tone is reflected in the visual branding (website aesthetics, social media imagery) for a cohesive brand experience. The modern, clean visuals should be matched by equally crisp, engaging copy.

Social Perception

Positive: Customers generally express satisfaction with the products and the brand's unique take on Kentucky-themed merchandise. Appreciation for Uniqueness: The brand is perceived as offering something different from standard tourist souvenirs. Strong Kentucky Connection: Customers and the public associate the brand strongly with Kentucky pride and identity. Engaged Community: Social media interactions suggest an engaged audience that appreciates the brand's content and style.

Copy Examples

• •Headline: "Wear Your Kentucky Heart on Your Sleeve. (Literally.)" Body: "Forget boring. Our gear is designed by Kentuckians, for Kentuckians (and anyone with darn good taste). Fresh, modern, and packed with Bluegrass pride. Shop The Uncommonwealth." Tone: Proudly Kentuckian, Modern, Witty.
• •Headline: "More Than Just Souvenirs. It's a Statement." Body: "Your grandma's souvenir shop this ain't. The Uncommonwealth of Kentucky serves up gear with an attitude as spirited as a Derby winner. Show off your uncommon style." Tone: Witty, Slightly Edgy, Modern.
• •Headline: "So Kentucky, It Bleeds Blue (and probably a little bourbon)." Body: "From the heart of the Bluegrass, for the folks who make it legendary. Explore apparel and goods that are as authentic and spirited as Kentucky itself. Y'all are gonna love this." Tone: Proudly Kentuckian, Authentic, Friendly, Humorous.
• •Headline: "Uncommon Goods for an Uncommon State." Body: "Why be common when you can be Uncommonwealth? We’re celebrating everything that makes Kentucky unique with designs you won’t find anywhere else. It’s time to upgrade your Kentucky collection." Tone: Proudly Kentuckian, Originality-focused, Modern.
• •Headline: "Kentucky Pride. Level Up." Body: "You love Kentucky. We love Kentucky. Let's make it official with some seriously cool gear. The Uncommonwealth of Kentucky: exceptional designs for exceptional people. What are you waiting for?" Tone: Bold, Proudly Kentuckian, Engaging.