Brand Tone

Enthusiastic & Adventurous, Purpose-Driven & Sincere, Friendly & Approachable, Playful & Vibrant, Transparent & Accountable

Brand Values

• •Do Good (Gear for Good®)
• •Sustainability & Environmental Responsibility
• •Ethical Production & Fair Labor
• •Adventure & Exploration
• •Individuality & Joy
• •Community & Inclusivity
• •Transparency

Best Practices

• •Always tie product benefits back to the overarching "Gear for Good" mission. Emphasize how each purchase contributes to positive social and environmental impact.
• •Use energetic, positive, and inspiring words that reflect the colorful nature of the products and the adventurous spirit of the brand. Words like "vibrant," "unique," "empower," "explore," and "joyful" fit well.
• •Be open and honest about materials, production processes, and impact initiatives. Use clear, straightforward language when discussing sustainability and ethics.
• •Write in a way that invites customers to be part of something bigger. Use inclusive language and encourage engagement and sharing of experiences.
• •While the brand has a fun, colorful aesthetic, the underlying mission is serious. The copy should reflect this by being engaging and lighthearted where appropriate, but always sincere and respectful when discussing impact and values.

Social Perception

Highly Positive, Ethical & Trustworthy, High-Quality & Durable, Unique & Stylish, Mission-Driven Purchase, Community Focused

Copy Examples

• •Headline: Adventure with Impact. Wear the Change. Body: Every Cotopaxi Del Día pack is crafted from repurposed materials by empowered makers, meaning no two are alike. Your unique journey deserves unique gear that gives back. #GearForGood
• •Headline: Built for the Wild. Designed for Good. Body: From rugged trails to cityscapes, our Fuego down jacket offers sustainable warmth and vibrant style. Made with responsibly sourced down and a commitment to lift communities. Explore consciously.
• •Headline: Don't Just See the World. Make it Better. Body: Our mission is woven into every fiber. With 1% of our revenue dedicated to fighting poverty, your Cotopaxi gear is an investment in a brighter future for all. Join the movement.
• •Headline: Color Your Adventure, Responsibly. Body: Why blend in when you were made to stand out? Our Teca Windbreakers use recycled fabrics to bring you bold protection against the elements, reducing waste and amplifying good.
• •Headline: More Than a Backpack. It's a Promise. Body: A promise of durability, sustainable design, and our unwavering commitment to ethical production. Carry Cotopaxi and carry a story of positive change. #DoGood