Brand Tone

Authentic & Heritage-Driven, Quality-Conscious & Confident, Coastal & Evocative, Approachable & Proudly American

Brand Values

• •Heritage & Craftsmanship
• •American Made
• •Quality & Durability
• •Sustainability
• •Timeless Style
• •Authenticity

Best Practices

• •Embrace Storytelling: Weave the narrative of Fall River's textile heritage, American manufacturing, and coastal inspiration into product descriptions, social media, and 'About Us' sections. Don't just sell a sweater; sell a piece of that story.
• •Prioritize "Made in USA" and Quality Cues: Consistently highlight domestic production and the premium nature of materials and construction. Use phrases like "Crafted in Fall River," "American Cotton," "Built to Last."
• •Use Evocative, Sensory Language: Appeal to the feeling of coastal life – the "brisk morning by the shore," "salt air," "ocean-inspired hues." This reinforces the brand's connection to its inspiration.
• •Maintain a Confident but Grounded Voice: Speak with pride about the quality and heritage, but remain approachable. Avoid overly technical jargon unless explaining a specific benefit (like a type of knit or stitch). The tone should feel like a knowledgeable, trusted craftsman.
• •Visual and Verbal Alignment: Ensure that the imagery used in marketing and on the website consistently reflects the classic, quality-focused, and coastal aesthetic described in the copy. The words and pictures must tell the same story.

Social Perception

Positive Regard for Quality, Appreciation for Classic Style, Seen as a Premium, Worthwhile Investment, Trusted for Warmth and Comfort, Limited but Growing Awareness

Copy Examples

• •Whaler Knits: Woven from Heritage, Crafted for Today. Discover American-made knitwear that carries the spirit of the New England coast in every stitch.
• •The Wellfleet Rollneck: More than a sweater, it's a testament to enduring quality. Knitted with pride in Fall River, MA, from premium American cotton, offering a substantial feel and timeless maritime style. Built to be by your side, season after season.
• •Image: A person wearing a Whaler Knits sweater by the ocean at sunset. Caption: Sunsets and sea breezes, made better with the enduring warmth of American craftsmanship. Our knits aren't just made; they're born from a legacy of coastal resilience. #WhalerKnits #MadeInUSA #CoastalLiving #TimelessStyle #KnitwearHeritage
• •At Whaler Knits, we believe in honest craftsmanship and the enduring spirit of the American coast. Backed by over 180 years of Merrow textile expertise, each garment is a piece of New England heritage, sustainably knitted in Fall River to accompany you on all of life's voyages.
• •New Arrivals: Heirlooms in the Making from Whaler Knits or Experience the Coastal Difference: Shop Our Latest American-Made Knits.