Brand Tone

Encouraging, Educational, and Practical

Brand Values

• •Sustainability
• •Quality and Durability
• •Innovation
• •Authenticity and Credibility
• •Protection and Education

Best Practices

• •Lead with the Benefit, Support with the Feature: Start by addressing the customer's need. Instead of 'Our bags are made of corn starch,' try 'Keep your food fresher for longer with our durable, plant-based resealable bags.' The practical benefit comes first.
• •Use Empowering, Not Shaming, Language: Employ positive and encouraging words like 'solution,' 'easy swap,' 'smart choice,' and 'join the movement.' Avoid language that might make the consumer feel guilty about past habits. The goal is to invite them on a journey, not lecture them.
• •Connect the Product to the Bigger Picture: Briefly and clearly explain the positive environmental outcome of using the product. For example, 'Every roll of our Ocean Bound bags saves the equivalent of a 6L bottle from washing out to sea.' This gives the purchase a tangible, feel-good purpose.
• •Emphasize Durability and Quality: The eco-friendly market is crowded, and a key differentiator is performance. Use words like 'sturdy,' 'durable,' 'tough,' 'reliable,' and 'high-quality' to build confidence and overcome the potential perception that eco-products are weaker than traditional plastic ones.
• •Maintain a Consistent, Helpful Voice: Whether writing a blog post about composting or a short social media tip, the voice should always be that of a knowledgeable and encouraging friend. Use a clean, straightforward style that educates without being overly technical and inspires without being preachy.

Social Perception

Overwhelmingly positive, centered on product effectiveness and genuine brand values. Customers perceive products as high-quality, durable, and functional, providing effective eco-solutions. The brand is seen as trustworthy and efficient, offering reliable service and authentic, family-owned credibility.

Copy Examples

• •Your weekly shop, sorted sustainably. Our resealable zip-lock bags keep food fresh and plastic waste out of your kitchen. Durable, practical, and 100% compostable. It's the simple swap that makes a world of difference. #LiveMoreLightly #EcopackAU #SustainableKitchen #WasteFreeLiving
• •Ship Smarter, Not Harder on the Planet. For the modern business that cares. Our certified compostable courier bags are designed to be as tough and reliable as traditional plastic mailers, while being gentle on the Earth. They're water-resistant, durable, and break down without a trace. Make your customer's unboxing experience a sustainable one.
• •Your Daily Grind Just Got Greener. Juggling a busy schedule doesn’t mean you have to compromise on your values. Ecopack offers smart, simple solutions for a more sustainable life, from certified compostable bin liners for the office to recycled ocean-bound plastic bags for home. Make a positive impact, effortlessly. Shop the range today.
• •Small Changes, Big Impact: Your Guide to a Plastic-Free Kitchen.
• •Everyday Essentials, Reimagined for the Earth. Discover our range of high-quality, compostable and recycled solutions that help you live more lightly.