Brand Tone

Authentic & Traditional, Proud & Quality-Conscious, Friendly & Approachable, Nostalgic & Classic

Brand Values

• •Authenticity
• •Quality Craftsmanship
• •Hawaiian Heritage & Culture
• •Tradition
• •Customer Satisfaction

Best Practices

• •Always Emphasize 'Made in Hawaii': This is a primary differentiator and value. It should be prominent in bios, product descriptions, and campaign messaging.
• •Use Warm, Welcoming Language: Incorporate words like 'Aloha,' 'spirit,' 'authentic,' 'genuine,' 'classic,' and 'tradition' to reinforce the brand's friendly and heritage-focused voice.
• •Highlight Quality Details: Mention specific features like '100% rayon/cotton,' 'coconut buttons,' 'matched pockets,' and 'classic prints' to underscore the commitment to craftsmanship.
• •Tell the Heritage Story: Briefly referencing 'since 1982' or 'family-owned' adds to the authenticity and trustworthiness of the brand.
• •Maintain Visual and Textual Consistency: Ensure that the imagery used alongside the copy (e.g., Hawaiian landscapes, smiling people wearing the shirts) aligns with the authentic, positive, and traditional tone of the text. Use emojis like 🤙 and 🌺 sparingly but appropriately, as seen on their Instagram.

Social Perception

Highly Regarded for Authenticity, Positive Quality Association, Good Value, Trusted Brand, Evokes the 'Aloha Spirit'

Copy Examples

• •Headline: Since 1982: Real Aloha, Made in Hawaii. Body: Two Palms brings you the authentic spirit of the islands, woven into every shirt. Crafted with pride in Honolulu, our Aloha wear is more than clothing – it’s a tradition. Feel the quality, wear the story. (Focus: Authenticity, Heritage)
• •Headline: The Classic Hawaiian Shirt. Still Made Right Here. Body: From vibrant florals to timeless island scenes, our prints are as iconic as Hawaii itself. Using quality fabrics and genuine coconut buttons, Two Palms has been dedicated to true Hawaiian craftsmanship from day one. Discover your Aloha. (Focus: Tradition, Quality)
• •Headline: Wear Your Aloha. Anywhere. Body: Bring the warmth and beauty of Hawaii to your everyday. Two Palms Aloha wear, designed and made in Honolulu, offers comfortable style and lasting quality that shares the island spirit wherever you go. (Focus: Lifestyle, Versatility)
• •Headline: Family Owned. Island Proud. The Two Palms Promise. Body: For over 40 years, our family has been committed to creating authentic Aloha wear. Experience the vibrant patterns and exceptional comfort that locals and visitors trust. That’s the Two Palms Hawaii difference. (Focus: Trust, Local Connection)
• •Headline: More Than a Shirt. It's a Piece of Hawaii. Body: Each Two Palms garment is cut and sewn with care in Honolulu, capturing the essence of paradise. Feel the soft rayon, admire the classic designs, and carry the genuine Aloha spirit with you. (Focus: Sensory Detail, Emotional Connection)