Brand Tone

authentic, artistic, adventurous, personal, transparent, descriptive, evocative, ruggedly elegant, inspired by Western heritage.

Brand Values

• •Quality and Craftsmanship
• •Artistic Expression and Originality
• •Adventure and Outdoor Lifestyle
• •Sustainability and American Made
• •Transparency

Best Practices

• •Lead with the 'Why': Always circle back to the brand's founding principles: a love for adventure, art, and quality. This 'why' should be the undercurrent of all your copy.
• •Emphasize Craftsmanship and Artistry: Use descriptive language that highlights the quality of the materials and the artistic process. Words like 'hand-drawn,' 'heirloom,' 'functional art,' and 'meticulously crafted' reinforce the brand's value.
• •Use Evocative, Story-Driven Language: Instead of just listing product features, tell a story. Connect the designs to the landscapes and experiences that inspired them. Transport the customer to the American West through your words.
• •Maintain Authenticity and Transparency: Be open about your process and your identity as a small business. This builds trust and a loyal community. The 'misprints' example is a perfect case study in turning a potential negative into a brand-building positive.
• •Stay True to the Adventurous, Western Aesthetic: Ensure that all your copy, from social media captions to email newsletters, reflects the brand's rugged yet refined, adventurous spirit. Use language that resonates with an audience that values the outdoors, independence, and timeless style.

Social Perception

Very positive; seen as a small, independent brand producing high-quality, artistic, unique, and authentic products. Customers appreciate the softness of the fabric, the beauty of the original designs, the direct involvement of the founders, and the 'Made in the USA' aspect.

Copy Examples

• •Carved from the wild heart of the West. Our newest kerchief, 'The Mountain Pass,' is a tribute to long shadows and alpine air. Hand-drawn by Isabel, this piece of functional art is crafted from the softest 100% cotton, ready for your next adventure. Shop the link in our bio. #WestOfKerchiefCo #FunctionalArt #HeirloomQuality
• •More than just a bandana, it's a piece of the wild. The 'Riverstone' kerchief features an intricate, hand-drawn pattern inspired by the smooth, time-worn stones of a Montana riverbed. Made from incredibly soft, pre-shrunk, and triple-washed cotton, it feels like an old friend from the very first wear. The perfect companion for sun-drenched days and cool, starlit nights. American made, adventure ready.
• •As the days grow longer, answer the call of the open road. Our Summer Collection is here, featuring new designs that capture the spirit of sun-faded adventures and boundless horizons. Each kerchief is a testament to American craftsmanship and artistic passion. Find your new favorite companion for wherever the trail may lead you.
• •Tired of stiff, scratchy bandanas? We were too. That's why we created our line of unbelievably soft, 100% cotton kerchiefs. Featuring original artwork inspired by the American West, they're designed for comfort, durability, and style. From the trailhead to the taproom, we've got you covered. Discover the difference of a West Of Kerchief Co. kerchief.
• •Behind every West Of Kerchief Co. design is the hand and heart of our co-founder, Isabel Hamilton. A multidisciplinary artist with a passion for the untamed landscapes of the West, Isabel pours months of research, sketching, and intricate drawing into each piece. It's a slow, deliberate process, but one that ensures every kerchief we create is a true piece of heirloom-quality, functional art.