Brand Tone

passionate, educational, and inspiring. It is also personal and authentic, with a clear voice from the founder. The language used is both empowering and approachable, encouraging consumers to make a positive impact through their choices. There is a sense of community, with phrases like "We're all in this together." The aesthetic is minimal, timeless, and functional.

Brand Values

• •Sustainability
• •Ethical Production
• •Functionality and Quality
• •Innovation
• •Body Positivity

Best Practices

• •Lead with a 'Why': Always connect the product back to the core mission of sustainability and zero-waste. Explain the purpose behind the design and material choices to educate and inspire your audience.
• •Use 'We' and Personal Stories: Maintain the personal and community-focused tone by using 'we' to include the customer in the brand's journey. Share behind-the-scenes content and stories from the founder to reinforce authenticity.
• •Emphasize Function and Durability: Consistently highlight that the swimwear is designed for activity and built to last. Use active language and showcase the products in motion to appeal to the adventurous customer.
• •Educate, Don't Preach: Present the sustainable aspects of the brand in an informative and empowering way. Focus on the positive impact of consumer choices rather than using guilt-inducing language.
• •Maintain a Minimalist Aesthetic: Ensure that all visual and written content reflects the brand's "less is more" philosophy. The copy should be clear, direct, and free of unnecessary jargon, mirroring the simple, effective design of the swimwear.

Social Perception

Emroce is perceived as a credible and pioneering leader in the sustainable fashion space. Customers and media alike see the brand as a high-quality, trustworthy option for eco-conscious consumers. The personal involvement of the founder is a significant factor in this perception, adding authenticity and passion to the brand's story. The brand is seen as not just selling a product, but promoting a more sustainable and mindful way of life.

Copy Examples

• •Zero Waste. Infinite Style. Our swimwear is designed to make waves, not waste. Using an innovative technique inspired by Japanese kimonos, every piece is cut to ensure not a single scrap of fabric is thrown away. Dive into style that feels good and does good.
• •For the Ocean, From the Ocean. Made from recycled fishing nets and other ocean waste, our swimwear is a love letter to the sea. Each piece is crafted to stay put, whether you're catching a wave or soaking up the sun. Join us in protecting the waters we play in.
• •Functionally Beautiful. Radically Sustainable. We believe swimwear should be two things: incredibly functional and unapologetically sustainable. That's why we focus on the perfect fit and zero-waste designs. No frills, no fuss, just timeless swimwear that The fashion industry needs a new direction. We're leading the way with the world's first zero-waste swimwear. Every emroce piece you wear is a vote for a more sustainable future and a step towards cleaner oceans.
• •Made by Hand, With Heart. From our small studio in New Zealand to your next adventure, each swimsuit is handmade with purpose and passion. We pour good vibes into every stitch, creating swimwear that Functionally Beautiful. Radically Sustainable. We believe swimwear should be two things: incredibly functional and unapologetically sustainable. That's why we focus on the perfect fit and zero-waste designs. No frills, no fuss, just timeless swimwear that’s built to last.
• •Wear the Change You Want to See. The fashion industry needs a new direction. We're leading the way with the world's first zero-waste swimwear. Every emroce piece you wear is a vote for a more sustainable future and a step towards cleaner oceans.
• •Made by Hand, With Heart. From our small studio in New Zealand to your next adventure, each swimsuit is handmade with purpose and passion. We pour good vibes into every stitch, creating swimwear that’s as unique and authentic as you are.