Brand Tone

Adventurous & Outdoorsy, Conscious & Responsible, Authentic & Down-to-Earth, Innovative & Functional, Community-Oriented & Inclusive, Friendly & Engaging

Brand Values

• •Sustainability & Environmental Responsibility
• •Quality & Durability
• •Integrity & Transparency
• •Health & Wellbeing
• •Pioneering & Innovation
• •Caring & Community
• •Outdoor Access for All

Best Practices

• •Embrace the "Consciously Created" Language: Consistently integrate terms like "sostenibile," "eco-friendly," "materiali riciclati," "impatto ridotto," and "produzione etica" to reinforce the core value of environmental and social responsibility. This aligns with KEEN's global messaging.
• •Speak to the Adventurous Spirit: Use active, evocative language that inspires exploration and connection with both nature and urban environments. Words like "esplora," "avventura," "scopri," "sentiero," "libertà" will resonate.
• •Maintain an Authentic & Accessible Voice: Avoid overly technical jargon unless explaining a specific benefit. The tone should be friendly, approachable, and genuine, making customers feel part of a community. Focus on real-life benefits and experiences.
• •Highlight Durability and Versatility: Emphasize that KEEN footwear is built to last and perform across a range of activities and conditions. This appeals to both the practical and value-conscious consumer.
• •Connect to the "KEEN Effect" in Italy: Localize the brand's global commitment to giving back by referencing or promoting Italian-specific initiatives (like the planned beach clean-ups) or partnerships, showing tangible local impact.

Social Perception

Positive for Sustainability, Valued for Comfort and Durability, Seen as Functional and Versatile, Appeals to Outdoor Enthusiasts and Conscious Consumers, Building a Lifestyle Brand in Italy, Generally Good Customer Service

Copy Examples

• •Headline: Esplora Senza Tracce. Proteggi Ciò Che Ami. (Explore Without a Trace. Protect What You Love.) Body: Le tue avventure meritano calzature che rispettano il pianeta tanto quanto te. Con KEEN, ogni passo è un impegno verso la sostenibilità e il comfort duraturo. Scopri la collezione consciously created. (Your adventures deserve footwear that respects the planet as much as you do. With KEEN, every step is a commitment to sustainability and lasting comfort. Discover the consciously created collection.)
• •Headline: Dalla Montagna Alla Città, Stesso Spirito Libero. (From Mountain to City, Same Free Spirit.) Body: Le KEEN [Nome Modello] sono nate per chi vive ogni giorno come una scoperta. Design iconico, materiali riciclati e il comfort che ti serve per non fermarti mai. Qual è la tua prossima meta? (KEEN [Model Name] are born for those who live every day as a discovery. Iconic design, recycled materials, and the comfort you need to never stop. What's your next destination?)
• •Headline: Più Che Scarpe, Compagne di Avventura. (More Than Shoes, Adventure Companions.) Body: Crediamo in un mondo dove ogni sentiero è un invito e ogni scelta conta. Le nostre calzature sono create per durare, per accompagnarti nelle tue esplorazioni e per lasciare un'impronta più leggera. Unisciti all'effetto KEEN. (We believe in a world where every path is an invitation and every choice matters. Our footwear is made to last, to accompany you on your explorations, and to leave a lighter footprint. Join the KEEN effect.)
• •Headline: Il Comfort Incontra la Coscienza. (Comfort Meets Conscience.) Body: Non scendere a compromessi. Scegli la calzata perfetta e la tranquillità di un prodotto realizzato eticamente. Le KEEN [Nome Modello] sono la prova che si può avere tutto: stile, performance e rispetto per la natura. (Don't compromise. Choose the perfect fit and the peace of mind of an ethically made product. KEEN [Model Name] are proof that you can have it all: style, performance, and respect for nature.)
• •Headline: Pronti per l'Outdoor, Responsabili per il Futuro. (Ready for the Outdoors, Responsible for the Future.) Body: Ogni paio di KEEN racconta una storia di innovazione e impegno. Materiali riciclati, zero PFC e un design pensato per il massimo benessere del piede. Vivi la tua passione per l'avventura, al resto pensiamo noi. (Every pair of KEEN tells a story of innovation and commitment. Recycled materials, zero PFCs, and a design conceived for maximum foot wellness. Live your passion for adventure, we'll take care of the rest.)