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The Vineyard Vines slogan, "Everyday should feel this good." cultivates an image of relaxation and freedom of stress. This mantra fits well with the preppy and sea-going look of Vineyard Vines clothing. The limited usage of words carries a heavy impact that is desired to leave the viewer with the feeling tranquility associated with vacation. The obvious desire to be carefree and happy as the motto and image of a beach implies will make the viewer want to buy Vineyard Vines clothing.