Brand Tone

Nostalgic, Vintage, Authentic, Rustic, Whimsical, Playful, Storytelling, Evocative, Community-Oriented, Welcoming, Witty, Self-Aware

Brand Values

• •Preservation
• •Authenticity
• •Creativity & Inspiration
• •Simplicity & The Great Outdoors
• •Storytelling
• •Community
• •Heritage

Best Practices

• •Embrace the "Manifesto of Low Expectations": Consistently weave in the idea of rustic charm and historic authenticity. Don't be afraid to be self-deprecating or humorous about the camp's quirks; it builds trust and endears the brand to the right audience.
• •Tell Stories, Don't Just Sell: Every piece of copy is an opportunity to share a snippet of Wandawega's rich history, a guest's experience, or the inspiration behind a product. Make the past a living part of the present.
• •Use Nostalgic and Evocative Language: Employ words and phrases that transport the reader to a simpler, bygone era. Appeal to sensory details – the smell of pine, the sound of a screen door, the warmth of a campfire.
• •Maintain Visual-Verbal Harmony: Ensure the copy complements the distinct vintage, rustic, and often whimsical imagery used across all platforms. The words should feel like they belong in the visual world of Wandawega.
• •Speak to Your Tribe: Recognize that Wandawega isn't for everyone. The copy should resonate deeply with those who appreciate its unique blend of history, creativity, and rustic simplicity, fostering a sense of belonging and shared understanding. Address them as fellow adventurers, storytellers, and keepers of the past.

Social Perception

A Unique & Magical Escape, Authentically Rustic & Charmingly Imperfect, Historically Rich & Endlessly Fascinating, A Coveted Creative Haven, Lovingly Restored & Passionately Stewarded, Highly "Instagrammable" & Aesthetically Distinct, An Experience, Not Just Accommodation

Copy Examples

• •Headline: Wandawega: Not New. Not Improved. Still Magical. Since 1925. Body: Step back in time and off the grid. Camp Wandawega is more than a place; it's a feeling. Embrace the perfectly imperfect charm of our historic Wisconsin retreat. (Link: Manifesto of Low Expectations)
• •Instagram Post Caption (with a vintage-filtered photo of a cabin): Found: Your new old favorite place. Stories seep from the floorboards and adventure whispers in the pines. Disconnect to reconnect. #CampWandawega #VintageSoul #RusticRetreat #Storytelling
• •Product Description (for a Camp Wandawega branded blanket): Woven with stories and the spirit of the Northwoods. Our Camp Wandawega Utility Blanket isn't just for keeping warm; it's for bonfire tales, stargazing, and dreaming up your next great adventure. Built to last, just like the memories you'll make.
• •Email Subject Line: Psst... Adventure's Calling (and it's delightfully rustic). Email Body Snippet: Escape the ordinary. At Camp Wandawega, the only notifications you’ll hear are the crackling of the campfire and the call of the loons. We’re saving a spot for your inner child.
• •About Us Snippet (for the new Bureau of Tourism): From the shores of Wandawega to the heart of Chicago. The Wandawega Bureau of Tourism: Purveyors of camp-inspired goods, creative sparks, and good old-fashioned Midwestern charm. Come find your slice of the simple life.