Brand Tone

Conscious & Ethical, Artistic & Unique, Quality-focused, Approachable & Passionate, Witty & Soulful

Brand Values

• •Sustainability: Commitment to 100% organic cotton, avoiding synthetics, and using eco-friendly inks.
• •Ethical Production: Ensuring fair treatment, safe working conditions, and fair pay for everyone in the supply chain.
• •Quality & Craftsmanship: Focus on durable, comfortable, and well-made garments with high-quality printing.
• •Originality & Artistry: Creating unique, in-house designs that tell a story or evoke emotion.
• •Transparency & Customer Care: Being open about their process and responsive to customer feedback.

Best Practices

• •Embrace Your Quirks: Don't shy away from the surreal moments or dark humor mentioned. Let the unique personality of the designs infuse the language. Use wit and a slightly unconventional perspective where appropriate.
• •Lead with Values: Continuously weave in the commitment to organic cotton, ethical production, and sustainability. This isn't just a feature; it's a core part of the why. Make it emotional, not just factual (e.g., fashion can be kind to both people and the environment).
• •Speak from the Heart (Like a Family Business): Maintain the approachable, passionate tone of the founders. Use "we" and share the journey and the "why" behind the brand to build connection.
• •Highlight Artistry and Originality: Emphasize that designs are created in-house and are wearable art. Use descriptive language that evokes the inspiration behind the designs (nature, storytelling, etc.).
• •Balance Quality with Soul: While detailing the GOTS certification and quality materials is important, always tie it back to the soul and the feeling the clothes provide—comfort, self-expression, and making a conscious choice.

Social Perception

Positive (among direct customers), Limited Broader Awareness, Mixed Trust Signals Online, Appreciation for Niche Appeal

Copy Examples

• •Headline: Wear Your Weird. Sustainably. Body: Our 100% organic cotton tees feature in-house art for souls that don't do boring. Ethically made, because cool shouldn't cost the Earth.
• •Headline: Beyond the Blend: Pure Organic, Pure You. Body: Tired of plastic-packed fashion? So are we. Viri Cotton is all about 100% GOTS-certified organic cotton, breathable comfort, and designs that speak your language. Feel the difference, make a difference.
• •Headline: From Seed to Soulful Tee. Body: Every Viri Cotton shirt starts with a commitment—to organic fields, fair hands, and art that tells a story. Discover graphic tees with grit, wit, and a conscience.
• •Headline: Existential Frogs & Daydreaming Wolves Welcome. Body: Life's too short for bland. Our tees are designed in-house, drawing on nature, surreal moments, and a touch of dark humor. Printed on ridiculously soft organic cotton. Because your skin, and the planet, deserve it.
• •Headline: Not Fast Fashion. Forever Favorites. Body: We make wearable art, slowly and consciously. With original designs printed on premium organic cotton using eco-friendly inks, your Viri Cotton tee is built to last and love.