Brand Tone

Spirited & Enthusiastic, Community-Focused & Inclusive, Authentic & Genuine, Supportive & Proud, Friendly & Approachable

Brand Values

• •NC State Pride & Loyalty: A deep commitment to and passion for North Carolina State University.
• •Community: Fostering a sense of belonging among students, alumni, and fans.
• •Authenticity: Providing officially licensed, high-quality merchandise.
• •Support for the University: Giving back through contributions to academic scholarships and athletic programs.
• •Customer Satisfaction: Offering a wide selection and excellent service.
• •Tradition & Heritage: Being an alumni-owned business with long-standing ties to the university.

Best Practices

• •Embrace the "Wolfpack" Language: Use terms, chants, and inside knowledge familiar to the NC State community (e.g., "Go Pack!", "Wolfpack Nation," references to university landmarks or traditions). This builds an immediate connection.
• •Highlight Alumni Ownership and Community Ties: Regularly mention that the shop is alumni-owned and its commitment to giving back to NC State. This reinforces authenticity and shared values.
• •Maintain an Enthusiastic and Positive Voice: Copy should always reflect the excitement and pride associated with NC State athletics and the university community. Avoid overly formal or generic language.
• •Be Inclusive and Welcoming: Address all segments of the NC State family – students, alumni, parents, faculty, and young fans. Ensure a welcoming tone for everyone who supports the Wolfpack.
• •Stay Current and Relevant: Align messaging with ongoing sports seasons, university events (like Red and White Week), achievements, and campus news. This shows the brand is actively part of the community.

Social Perception

The Red and White Shop is perceived positively by its customers and the NC State community. It's seen as the go-to, trusted source for authentic NC State merchandise, often preferred for its wide selection compared to other retailers. Customers appreciate its local, alumni-owned status, which adds a layer of authenticity and connection to the university. It's viewed as a community hub for Wolfpack fans, a place that understands and shares their passion. The staff are generally regarded as friendly, helpful, and knowledgeable about the products and NC State. There's an appreciation for the shop's contributions back to NC State.

Copy Examples

• •Headline: Bleed Red & White? Gear Up Here! Body: From the roar of Carter-Finley to the buzz of PNC Arena, your Wolfpack pride runs deep. Find everything you need to show it – authentic jerseys, cozy hoodies, and unique alumni gear. Shop now and wear your Pack passion! Tone: Spirited, Authentic
• •Headline: More Than a Store. We're Family. Body: As proud NC State alumni, we know what Wolfpack spirit truly means. That’s why a portion of every purchase goes right back to supporting our students and athletes. Thank you for shopping local and supporting the Pack! GO PACK! Tone: Community-Focused, Supportive, Genuine
• •Headline: Game Day Ready, Wolfpack Strong! Body: The countdown to game day is ON! Don’t get caught without your colors. Swing by The Red and White Shop – your official alumni-owned headquarters for the latest NC State apparel and tailgating essentials. Let's make some noise! Tone: Enthusiastic, Proud
• •Headline: Deck the Halls (and Yourself!) in Wolfpack Red. Body: Looking for the perfect gift for your favorite NC State student, alum, or fan? We’ve got you covered with the largest selection of Wolfpack gear, from the latest styles to timeless classics. Find something special and share the Pack love! Tone: Friendly, Inclusive
• •Headline: Authentic Gear for True Fans. Body: At The Red and White Shop, you’re getting more than just merchandise – you’re getting genuine, officially licensed NC State quality. Owned and operated by fellow alums who live and breathe Wolfpack. Shop with confidence! Tone: Authentic, Proud