Brand Tone

authentic, warm, and conscientious

Brand Values

• •Sustainability
• •Handmade Quality
• •Simplicity
• •Community

Best Practices

• •Lead with Your Why: Always circle back to the core values of sustainability and conscious consumption. Explain the purpose behind each product.
• •Use "You" and "We": Foster a sense of connection and community by using inclusive language. Frame the brand and the customer as partners in a shared mission.
• •Tell the Story: Every product has a story. Share details about the materials, the crafting process, or the inspiration behind the design to add depth and value.
• •Keep it Simple and Clear: Avoid overly technical or preachy language. The tone should be informative and inspiring, not guilt-inducing. The copy should be as clean and natural as the products themselves.
• •Emphasize the Sensory Experience: Use descriptive words that appeal to the senses—talk about the texture of the fabric, the scent of the wood, or the earthy color palette to create a tangible connection with the audience.

Social Perception

genuine, trustworthy, earth-friendly, thoughtful, and purpose-driven; seen as an educator and enabler for sustainable living.

Copy Examples

• •Carry your values. Our new handmade tote is crafted from durable, organic cotton, ready for your market runs and daily adventures. More than a bag, it's a choice for a greener planet.
• •Simple, beautiful, and kind to the earth. Meet our latest creation, designed to bring a little piece of nature into your home. Handcrafted with love and sustainable materials, because we believe in making things that last.
• •Tired of single-use plastic? So are we. At earth + apple, we create beautiful, reusable alternatives for your everyday life. Join our community and take a small step towards a more sustainable future.
• •Embrace the season with intention. Our new collection is inspired by the quiet beauty of nature, featuring earthy tones and organic textures. Thoughtfully made for a mindful home.
• •A little something to help you live more sustainably.