Brand Tone

Approachable and Friendly, Conscious and Purpose-driven, Simple and Direct, Playful and Witty (at times), Confident

Brand Values

• •Sustainability
• •Comfort
• •Simplicity
• •Nature-Inspired Innovation
• •Transparency
• •Accountability
• •Community

Best Practices

• •Always Prioritize "Comfort" and "Sustainability": These are Allbirds' core differentiators and should be woven into most communications, subtly or overtly.
• •Keep it Simple and Relatable: Use clear, straightforward language that everyone can understand. Avoid overly technical jargon. Focus on the feeling and the benefit.
• •Be Transparent and Honest: Share information about materials, processes, and sustainability efforts openly. This builds trust and reinforces brand values.
• •Maintain an Optimistic and Approachable Voice: Even when discussing serious topics like climate change, the tone should be hopeful and inviting, encouraging collective action.
• •Use Storytelling: Share the "why" behind the brand – the journey of using natural materials, the commitment to B Corp values, and the positive impact on the planet.

Social Perception

Positively Perceived for Sustainability, Known for Comfort, Seen as Innovative, Appeals to Conscious Consumers, Generally Good Quality, Expanding Global Presence

Copy Examples

• •Headline: Step Lighter. Live Brighter. Body: Discover shoes made from nature, for your everyday adventures. Comfort that feels good, and does good too. #TreadLightly
• •Headline: Seriously Comfortable. Seriously Sustainable. Body: We believe you shouldn’t have to choose between comfort and the planet. That’s why our shoes are crafted with innovative natural materials. Feel the difference.
• •Headline: Your Feet Will Thank You. So Will The Planet. Body: Experience cloud-like comfort with our responsibly sourced merino wool and eucalyptus tree fiber shoes. Good for your soles, good for the soul of the Earth.
• •Headline: Less Fluff, More Good Stuff. Body: Simple designs, natural materials, and a commitment to a happier planet. That's the Allbirds way. Find your perfect pair for wherever life takes you.
• •Headline: Carbon Neutral Steps Towards a Greener Future. Body: We’re on a mission to reverse climate change, one pair of super comfy shoes at a time. Learn about our Flight Plan and join the flock.