Brand Tone

Proud & Passionate, Friendly & Approachable, Community-Oriented, Fun & Energetic, Authentic & Local

Brand Values

• •Local Pride: Celebrating and promoting Maryland identity, culture, and symbols.
• •Community: Building a connection among Marylanders and fans of the state.
• •Quality & Creativity: Offering unique, well-designed products that resonate with the local audience.
• •Entrepreneurial Spirit: Reflecting its origin story of a local student building a beloved brand.
• •Customer Connection: Engaging directly with their audience and valuing their support.

Best Practices

• •Incorporate Maryland-specific slang or references (e.g., "Hon," "Shore," local landmarks) where appropriate, but ensure it feels natural and not forced.
• •Use inclusive language that fosters a sense of community and shared pride with your customers. Make them feel like part of the "Route One Fam."
• •The brand's vibe is energetic and proud. Copy should reflect this enthusiasm for Maryland and its unique culture.
• •Remind customers of the local roots, the passion behind the designs, and the celebration of Maryland identity. It’s not just apparel; it’s a statement of belonging.
• •Ensure the imagery and graphics used alongside the copy match the energetic, colorful, and community-focused tone. User-generated content is great for this.

Social Perception

Route One Apparel is generally perceived very positively as a go-to brand for Maryland-themed gear. Customers see it as an authentic representation of local pride and a way to express their connection to Maryland. The brand is viewed as fun, spirited, and engaged with the local community. It’s often associated with local events, sports teams (by association of fan gear), and Maryland traditions. There's a strong sense of loyalty among its customer base, who appreciate the niche focus and the "by Marylanders, for Marylanders" feel.

Copy Examples

• •Rep your roots! 🦀 Our latest Maryland flag crab tee just dropped, and it's Shore to turn heads. Grab yours and show off that Free State pride! #MarylandMade #RouteOneApparel #CrabLife #LocalLove
• •From Ocean City to Deep Creek, Route One Apparel is YOUR source for the freshest Maryland gear. We live here, we love it, and we design it with pure Maryland heart. Shop local, wear your pride! 👉 [Link to Website]
• •Hon, You Don't Want to Miss This! Maryland Favorites on Sale Now!
• •Stay cozy and show your love for the 410! This super-soft hoodie features our exclusive Baltimore-inspired design, perfect for those chilly nights by the harbor or cheering on your favorite team. It's more than a hoodie; it's a piece of home.
• •What's your favorite Maryland tradition? We're feeling the love for blue crabs and Old Bay today! Share yours below! 👇 #MarylandPride #Community #RouteOneFam