Brand Tone

Inspirational, authentic, and friendly; gentle, encouraging, and focused on emotional value and connection.

Brand Values

• •Meaningful Connections
• •Adventure and Exploration
• •Simplicity and Minimalism
• •Handcrafted Quality
• •Community

Best Practices

• •Lead with Emotion, Follow with Product: Always start by tapping into a feeling, a memory, or an aspiration (connection, adventure, peace). Introduce the product as the symbol of that emotion, not just as an item for sale.
• •Use "You" and "Your" to Center the Customer: Frame the narrative around the customer's life, story, and feelings. For example, instead of "Our bracelets are durable," use "A bracelet that stays with you on your journey."
• •Incorporate Storytelling in All Channels: Every piece of copy, from a short tweet to a product description, should feel like a small piece of a larger, inspiring narrative. Tell stories of friendship, travel, and personal growth.
• •Ask Engaging, Open-Ended Questions: On social media, foster community interaction by asking questions that prompt reflection and sharing. Examples: "What adventure is calling you this year?" or "What symbol represents your journey?"
• •Maintain a Consistent Lexicon: Regularly use words that align with the brand's core values, such as "journey," "adventure," "connection," "reminder," "story," "handcrafted," and "simple," to reinforce the brand identity.

Social Perception

Perceived as a genuine and heartfelt brand offering more than just an accessory, but a source for meaningful gifts and personal talismans. Customers appreciate the minimalist style for daily reminders of personal significance. The perception is overwhelmingly positive, associated with authenticity and thoughtful consumerism.

Copy Examples

• •Some paths are meant to be walked together, even when you're miles apart. Our Summit Bracelet is a reminder that every adventure is a shared story. Tag the person who is with you on every climb.
• •More Than a Bracelet. It's Your Story.
• •A little reminder for your next big adventure...
• •Handcrafted for the soul that feels the pull of the tide. This bracelet is a simple, beautiful reminder to flow with life's currents and embrace the journey. Made with durable waxed string and a delicate wave charm, it’s designed to be with you through every splash and every sunset. Your ocean is calling.
• •Find a string that tells your story. Handcrafted pieces for life's meaningful moments.