Brand Tone

The brand's tone is aspirational, mindful, and serene. It's encouraging and empowering, using phrases like "empower women to look and feel their best" and "an expression of who we are." The language is positive and calm, avoiding aggressive sales tactics. It feels personal and connected to a lifestyle of intention and wellness, as seen in phrases like "cultivating bold, beautiful and timeless apparel." The communication is also transparent and helpful, with clear policies and a "Customer Happiness Team" available for support.

Brand Values

• •Sustainability
• •Wellness & Self-Expression
• •Quality & Timeless Style
• •Consciousness & Connection

Best Practices

• •Lead with Values: Always frame the product within the brand's core values. Instead of just "Shop our new sunglasses," use "See the world differently with our sustainably-crafted eyewear."
• •Use a Serene & Empowering Vocabulary: Incorporate words like "conscious," "mindful," "flow," "empower," "timeless," "cultivate," and "intention" to maintain the brand's serene and aspirational tone.
• •Connect to Nature: Utilize imagery and language that evoke natural elements—the sun, the coast, the earth. This reinforces the brand name and its eco-conscious ethos.
• •Emphasize "Slow" over "Fast": Talk about the benefits of "slow fashion," "timeless pieces," and "small, sustainable runs." This positions the brand as a thoughtful alternative to mass-market trends.
• •Maintain Visual and Textual Harmony: Ensure the clean, minimalist, and natural aesthetic of the brand's visuals is matched by copy that is uncluttered, clear, and calm. The message and the medium should feel like one.

Social Perception

Due to being a relatively new brand (founded in 2023), a broad public perception is still forming and is not widely documented in online forums or review sites. The primary perception is shaped by the brand's own curated presence. Customers who align with values of sustainability, minimalist aesthetics, and wellness are the most likely to be attracted to the brand. The lack of negative press or reviews is a positive sign, though not conclusive. The clear messaging and professional website design project an image of a trustworthy and authentic brand committed to its stated ethos.

Copy Examples

• •Breathe in the morning, flow through the day. Our Harlow Linen Pants are designed for moments of peace and effortless style. Crafted consciously, worn beautifully. #earthme #SlowLiving #SustainableStyle
• •More Than Style. A Way of Being. Discover our collection of timeless, sustainably-crafted apparel and accessories, designed to connect you to your most authentic self.
• •Your conscious summer essentials have arrived. From our bio-acetate Adele Sunglasses to our carry-everything Oversized Tote, every piece is a step towards a more sustainable world. Redefine your style with earthme. Headline: Timeless Design, Mindfully Made. Description: Free Australian shipping on orders over $150.
• •Meet the Flow Flex Bodysuit — a second skin designed to move with you. Created from soft, sustainable materials, it’s the perfect foundation for a life lived with intention. Whether for a gentle yoga session or layered under your favourite linen, feel empowered from the inside out.
• •For the Conscious & a Timeless Wardrobe ✨