Brand Tone

empowering, inclusive, joyful, authentic, and encouraging

Brand Values

• •Inclusivity and Representation
• •Empowerment
• •Joy in Nature
• •Thoughtful Design & Quality
• •Ethical Considerations
• •Challenging Industry Norms

Best Practices

• •Lead with Your Mission: Consistently communicate the "why" behind your brand. Alpine Parrot always tied its products back to the core mission of inclusivity and empowerment in the outdoors.
• •Authentic Voice: Speak directly and honestly to your audience, acknowledging their experiences and frustrations. Raquel Vélez’s personal story and the brand's direct approach to industry shortcomings resonated authenticity.
• •Center Your Community: Feature and celebrate the people you serve. Showcasing diverse individuals using the products reinforces inclusivity and builds a strong community connection.
• •Educate and Empower: Provide information that empowers your audience, whether it's about product fit, the importance of representation, or how to engage with the outdoors. Alpine Parrot educated consumers about the lack of options and the design considerations for plus-size bodies.
• •Infuse Joy and Positivity: While tackling serious issues like lack of representation, maintain an uplifting and joyful tone that celebrates the positive experiences your brand enables. Alpine Parrot focused on the joy and confidence found in nature.

Social Perception

pioneer and a trailblazer in the plus-size outdoor apparel market

Copy Examples

• •Headline: Adventure Knows No Size. Your Mountains Are Waiting. Body: At Alpine Parrot, we believe the outdoors is for every body. Our gear is designed to fit, flatter, and free you to explore with confidence and joy. #AlpineParrot #InclusivityOutdoors
• •Headline: Finally, Outdoor Gear That Gets You. Body: Tired of "making do"? So were we. That's why we created Alpine Parrot – technical apparel crafted for sizes 14-30, so you can focus on the view, not the fit. Discover the Ponderosa Pants and feel the difference.
• •Headline: Show Your True Colors in the Wild. Body: Like the vibrant Kea parrot, we know your true brilliance shines brightest when you're embracing your element. Alpine Parrot is here to help you soar. #JoyOutside #PeopleOfColorOutdoors
• •Headline: More Than Just Pants: It's a Movement. Body: Every stitch, every design, every piece of Alpine Parrot gear is a step towards a more inclusive outdoor world. Join us in celebrating every adventurer.
• •Headline: Feel Good, Inside and Out(side). Body: Comfort on the trail. Confidence in your stride. And the knowledge that your gear was made with care for people and the planet. That's the Alpine Parrot promise.