Brand Tone

Conscious & Responsible, Authentic & Transparent, Inspiring & Purpose-Driven, Casual & Approachable, Adventurous & Lifestyle-Oriented, Informative & Educational

Brand Values

• •Sustainability
• •Ethical Production
• •Innovation
• •Durability & Quality
• •Conscious Consumption
• •Community & Collaboration
• •Transparency

Best Practices

• •Lead with Purpose: Always circle back to the "why" – the environmental mission and positive impact. This should be woven into product descriptions, social posts, and campaign narratives.
• •Stay Authentic & Transparent: Share the journey, the challenges, and the successes. Use real stories and avoid greenwashing. Highlight the B Corp certification and what it means.
• •Educate & Empower: Briefly explain the problem (tire waste) and how Indosole offers a solution. Encourage conscious choices without being preachy.
• •Use Relatable, Lifestyle-Focused Language: Keep the tone casual and approachable, reflecting the everyday use of the products. Showcase the footwear in real-life scenarios – beach, travel, daily wear.
• •Maintain Visual Consistency: Ensure imagery and videography align with the brand values – natural settings, active lifestyles, and a clear focus on the product's eco-friendly nature. This reinforces the written copy.

Social Perception

Positive Environmental Impact, Durable and Comfortable (with caveats), Ethically Minded, Stylish in a Minimalist Way, Good Value for Conscious Consumers, Authentic Story

Copy Examples

• •Headline: Walk Lighter. Leave a Greener Footprint. Body: Every step in Indosole thongs is a step towards a cleaner planet. Made from recycled tires, our footwear isn't just comfortable and durable – it's a statement. Join the movement. #SolesWithSoul #SustainableStyle
• •Headline: From Landfill to Lifestyle. Body: We transform waste tires into your new favorite slides. Indosole: Kind to your feet, kinder to the Earth. Discover durable, waterproof comfort that makes a difference. #RecycledRevolution #IndosoleJourney
• •Headline: Adventure-Proof. Planet-Approved. Body: Ready for anything your day throws at you – and good for the world too. Indosole’s eco-friendly footwear, crafted with our innovative SETT technology, offers all-day comfort and unmatched durability. Explore consciously. #EcoAdventure #IndosoleESSNTLS
• •Headline: More Than Just a Flip-Flop. It's a Choice. Body: Choosing Indosole means choosing sustainability, ethical production, and a future where waste finds new life. Feel good inside and out with our B Corp certified footwear. #ConsciousConsumption #BCorp
• •Headline: Meet Your New Go-To: Built to Last, Responsibly Made. Body: Tired of thongs that don't last? Our recycled tire soles are designed for durability and comfort that moulds to your feet. Experience the Indosole difference – good for you, good for the planet. #DurableDesign #EthicalFootwear