Brand Tone

Purpose-Driven & Passionate, Authentic & Transparent, Inspiring & Optimistic, Resourceful & Innovative, Grounded & Adventurous, Community-Focused & Ethical

Brand Values

• •Sustainability
• •Resourcefulness (Circular Economy)
• •Ethical Production
• •Conscious Consumerism
• •Quality & Durability
• •Transparency
• •Innovation

Best Practices

• •Anchor to the "Why": Every piece of copy, from product descriptions to social media posts, should reinforce Indosole's core mission of sustainability and resourceful creation. Explicitly or implicitly connect products back to the positive impact on the planet and people.
• •Embrace Authenticity and Transparency: Use clear, honest language. Share the brand's journey, including the evolution of its products and processes (like SETT®). Being open about B Corp commitments and production builds trust.
• •Weave in the Origin Story: Regularly reference the Bali inspiration and the resourcefulness of Indonesian artisans. This adds depth and a human element to the brand narrative. The "Soles with Soul" concept is a powerful anchor.
• •Maintain an Empowering and Positive Voice: While the problem of waste is serious, the tone should be solutions-oriented and optimistic. Focus on how choosing Indosole empowers consumers to be part of a positive change.
• •Ensure Consistency Across All Platforms: The language, style, and core messages must be cohesive whether it's on the website, Instagram, email, or packaging. Develop a simple brand voice guide with key phrases and "do's and don'ts" to help all content creators stay aligned.

Social Perception

Indosole is widely perceived as a genuine and impactful leader in the sustainable footwear space, effectively merging eco-consciousness with appealing design. The public and customers admire the innovative use of recycled tires and the tangible environmental benefits. Their B Corp status significantly bolsters credibility, reinforcing their image as an ethical and environmentally responsible company. The brand is seen as a "Good Business," making a positive difference. Products are generally considered comfortable, highly durable, and well-suited for an active, travel-oriented lifestyle. The brand’s Indonesian roots and focus on artisan craftsmanship are viewed as authentic and add to its appeal.

Copy Examples

• •Headline: Step Lighter. Tread Greener. Body: Each year, billions of tires choke landfills. We saw a problem; we crafted a solution. Indosole footwear transforms discarded tires into durable, comfortable soles with our Sole Engineered Tire Technology (SETT®). Wear the change. CTA: Shop the ESSNTLS Collection
• •Headline: Adventure-Ready. Earth-Approved. Body: From the streets of Bali to global shores, Indosole was born from resourcefulness. Our vegan, waterproof sandals are handcrafted by Indonesian artisans, turning tire waste into your go-to for every journey. CTA: Find Your Perfect Pair
• •Headline: More Than a Sandal. It's a Statement. (B Corp Certified) Body: As a Certified B Corporation, we meet the highest standards of social and environmental responsibility. Choosing Indosole means supporting fair labor, cleaner planet, and a future where business is a force for good. CTA: Discover Our Impact
• •Headline: Lost Soles, Found Purpose. Body: We’re giving new life to more than just tires. Our Lost Soles Collection upcycles defective sneaker components, blending them into vibrant, one-of-a-kind soles. Proof that even cast-offs can be crafted into something beautiful. CTA: Explore Lost Soles
• •Headline: Walk a Mile in Our (Recycled) Shoes. Body: Experience conscious comfort. Indosole combines ergonomic design with eco-innovation – featuring our signature recycled tire soles, natural rubber footbeds, and responsibly sourced materials. Feel good, do good, explore more. CTA: Shop Men's | Shop Women's