Brand Tone

Conscious & Educated, Sophisticated & Minimalist, Innovative & Forward-Thinking, Authentic & Transparent

Brand Values

• •Sustainability
• •Ethical Practices
• •Innovation
• •Quality & Craftsmanship
• •Transparency

Best Practices

• •Emphasize "Conscious Choice": Frame purchasing as a deliberate, informed decision that aligns with values of sustainability and ethical living. Use words like "discover," "choose," "innovate," "conscious."
• •Educate Subtly: Weave in facts about MIRUM®’s benefits (plastic-free, plant-based, circular) naturally within the copy, rather than just listing them. Highlight the "why" behind the material.
• •Maintain Sophisticated Simplicity: Use clear, concise language that is elegant and avoids jargon where possible, unless explaining the material science in an accessible way. Let the product and material quality speak for themselves.
• •Be Consistently Transparent: Always be upfront about the materials used and the brand's commitment to sustainability. This builds trust and reinforces brand values.
• •Inspire with a Forward-Looking Perspective: Use language that evokes innovation, the future, and positive change. Position GR0WN® as part of a solution and a movement towards better materials.

Social Perception

Positive for Sustainability Focus, Innovative and High Quality, Niche but Growing Appeal, Trustworthy.

Copy Examples

• •Headline: Beyond Leather. Beyond Plastic. This is GR0WN®. Body: Discover accessories crafted from MIRUM®, the revolutionary plant-based material that’s 100% natural, completely circular, and uncompromisingly luxurious. Make a statement that values the future.
• •Social Media Post (Image: Close-up of product texture): Caption: Feel the future. GR0WN® accessories, made with 100% plant-based MIRUM®, offer a tactile experience that’s both luxurious and kind to the planet. No plastics, no compromises. Just pure, sustainable style. #Gr0wn #Mirum #PlantBasedLeather #SustainableLuxury #EthicalFashion
• •Product Description Snippet: Our [Product Name] isn't just an accessory; it's a choice. A choice for innovative materials, for a plastic-free world, and for timeless design. Crafted with MIRUM®, it’s built to last and designed to return to the earth.
• •Email Subject Line: Re-imagine Your Essentials with GR0WN® Email Body Excerpt: Step into a new era of accessories. At GR0WN®, we create premium, minimalist pieces from MIRUM® – a breakthrough plant-based material that’s as beautiful as it is sustainable. Explore the collection and embrace the change.
• •Brand Story Snippet: We started GR0WN® with a simple belief: true style shouldn't cost the Earth. That's why we partner with innovators like Natural Fiber Welding to bring you MIRUM®, a plant-based leather alternative that redefines luxury through sustainability. Join us in choosing a future that’s beautifully GR0WN®.