Brand Tone

Adventurous & Free-Spirited, Positive & Optimistic, Casual & Approachable, Youthful & Energetic, Authentic (Aspired)

Brand Values

• •Love for Nature & Outdoors
• •Embracing a Positive Lifestyle
• •Adventure & Exploration
• •Self-Expression
• •Quality (Stated)

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone words (e.g., adventurous, positive, casual), do's and don'ts for language, and target audience. Share this with anyone creating content.
• •Know Your Audience: Understand who you're talking to. The language and references for a youthful, adventurous audience will differ from those for a more formal or luxury-focused group. The current tone seems well-suited for a younger, active demographic.
• •Use Storytelling: Weave the "Pura Vida" narrative and the inspiration (Costa Rica, adventure, positivity) into product descriptions, social media, and website copy. This makes the brand more relatable and memorable.
• •Be Consistent Across All Channels: Ensure the tone is the same on the website, in emails, on any potential social media, and even in customer service interactions. A disjointed voice can confuse customers.
• •Read it Aloud: Before publishing, read the copy aloud. Does it sound like a real person embodying the brand's personality? This helps catch awkward phrasing or a tone that feels off-brand. For "The Pura Vida Store," it should sound like an enthusiastic friend sharing their love for an amazing lifestyle.

Social Perception

Customers likely perceive it as a niche brand offering cool, lifestyle-oriented apparel. The connection to Costa Rica could be seen as exotic and appealing.

Copy Examples

• •Homepage Banner: "Catch the Vibe. Live the Pura Vida. 🤙 Shop our latest drops inspired by endless summers and good times."
• •Product Description (e.g., for a surf-themed t-shirt): "Sun-drenched days and perfect swells – this tee gets it. Made for wave chasers and beach dreamers, it’s your go-to for that laid-back, Pura Vida feeling. Soft, comfy, and ready for your next adventure."
• •Email Subject Line (for new arrivals): "Heads Up, Wanderer! Fresh Pura Vida Gear Just Landed ☀️"
• •Instagram Caption (if they had one, paired with a lifestyle shot): "Chasing horizons and good times only. Our [Product Name] is made for moments like these. What does 'Pura Vida' mean to you today? #ThePuraVidaStore #LivePuraVida #Adventure Apparel"
• •"About Us" Snippet: "More than just a store, we're a vibe. Born from a love for Costa Rica's infectious spirit, The Pura Vida Store is all about sharing that simple joy, that thrill of adventure, and that easy-going attitude through awesome gear. Let's live the Pure Life, together."