Brand Tone

Proud, Passionate, and Reverent. Community-focused, Authentic and Down-to-earth

Brand Values

• •Pride: Taking pride in Florida's historical significance and natural beauty.
• •Preservation: Advocating for the protection of Florida's waterways, agricultural lands, wetlands, coastal areas, and woodlands from modern progress and development. They emphasize finding a balance between nature and urban growth.
• •Lifestyle & Respect: Celebrating the diverse Florida lifestyle, from active water-based activities to relaxed enjoyment of nature, while emphasizing respect for the people, the land, and the water.
• •Giving Back: A commitment to supporting Florida preservation organizations financially is a tangible demonstration of their values.

Best Practices

• •Embrace Pride, Preservation, Lifestyle, Respect: Ensure these core values are woven into all communications. Every piece of copy should, in some way, echo these foundational principles.
• •Speak from the Heart of a Floridian: Use language that resonates with those who have a deep affection for the state. Incorporate imagery and references that evoke the authentic Florida experience.
• •Maintain a Reverent but Urgent Voice for Preservation: While celebrating Florida's beauty, consistently highlight the importance and urgency of conservation efforts. Avoid overly alarmist tones but maintain a clear call to action.
• •Foster Community and Inclusivity: Address the audience as fellow Floridians or lovers of Florida, creating a sense of shared identity and purpose. Use 'we,' 'us,' and 'our' to reinforce this collective spirit.
• •Stay Authentic and Grounded: Avoid overly corporate or slick marketing language. The tone should feel genuine, reflecting the straightforward, nature-loving lifestyle the brand champions.

Social Perception

Environmentally Conscious and Activist, Nostalgic and Appreciative of Heritage, Authentically Floridian.

Copy Examples

• •Headline: Keep Florida, Florida. Body: It's more than a place. It's a feeling. A legacy. Our home. Wear your pride, support the cause. 10% of profits protect the Florida we love. Call to Action: Shop the Collective. Preserve Our Paradise.
• •Headline: The Sunshine State's Soul. In Every Stitch. Body: From the untouched coasts to the heart of the Everglades, Old Florida whispers stories of resilience and beauty. Our gear is a tribute to that spirit. Crafted for those who live it, love it, and fight to protect it. Call to Action: Explore the Collection.
• •Headline: More Than Apparel. It's a Pledge. Body: Every hat, every shirt, carries a piece of Florida's heart. And with every purchase, you're helping to safeguard its future. Join the movement of Floridians dedicated to preserving our natural wonder. Call to Action: Learn Our Story. Make a Difference.
• •Headline: For the Love of Wild Florida. Body: Salty air, untouched landscapes, the call of the wild. This is the Florida we cherish. This is the Florida we're fighting for. Stand with us. Call to Action: Gear Up for Preservation.
• •Headline: Rooted in Pride. Dedicated to Preservation. Body: Old Florida Collective: For those who know that true Florida living means respecting its past and protecting its future. It’s a way of life. It’s our shared responsibility. Call to Action: Join Our Collective.