Brand Tone

Local, humorous, and casual, deeply rooted in Wisconsin pride, approachable, and lighthearted.

Brand Values

• •Wisconsin Identity
• •Local Production
• •Small Business Roots
• •Community

Best Practices

• •Embrace the Vernacular: Consistently use Wisconsin-specific slang and cultural references (e.g., "ope," "bubbler," "supper clubbin'"). This reinforces the brand's authentic local identity.
• •Lead with Humor and Heart: The brand's strength is its lighthearted, humorous take on state pride. Every piece of copy, from product descriptions to social media posts, should aim to make the customer smile and feel a sense of shared identity.
• •Always Highlight "Local": Continuously mention that products are "printed in Wisconsin," "locally owned," or "designed in Hartford." This is a key value proposition and a major trust signal for the target audience.
• •Use a Casual, Direct Tone: Write as if you're talking to a friend over a beer. Use simple, direct sentences and a conversational style. Avoid corporate jargon or overly polished marketing language.
• •Focus on Shared Experiences: The copy should evoke feelings of nostalgia and community. Write about common Wisconsin experiences0lake life, cold winters, local festivals, and game days0to create a deeper connection with customers.

Social Perception

Limited, niche, and locally focused; positively perceived by local customers as a source for novelty, state-themed apparel, and associated with Wisconsin pride, but with low broader visibility due to minimal online presence.

Copy Examples

• •(Image: A group of friends laughing, wearing various WI-Wear shirts at a tailgate party). Headline: Wear Your Wisconsin Pride. Body: From the tailgate to the tavern, our gear is made for true Wisconsinites. Ultra-soft, printed right here at home, and inspired by the state we love. Shop the collection now and show them where you're from. #WearWisconsin
• •Headline: More Than Apparel. It's A State of Mind. Sub-headline: Authentic Wisconsin gear, from our home to yours. Funny, proud, and printed locally. Button: Find Your Favorite.
• •Subject: Psst... New "Old Fashioned" Gear Inside! Preview Text: Plus, more of the Wisconsin-loving stuff you can't get enough of.
• •It's not a stumble, it's the Wisconsin wobble. This ultra-soft tee is your perfect excuse. Made with a premium cotton blend for ultimate comfort while you're explaining state traditions to the out-of-towners. Pairs perfectly with a brat, some cheese, and a good time. Printed with pride in Hartford, WI.
• •We started in 2018 with a simple idea: to create stuff that says "Wisconsin" without having to say a word. From local fairs to our own shop in Hartford, we're a small business with a big love for our home state. Every shirt, mug, and hat is a piece of that pride. Thanks for supporting local!