Brand Tone

inspirational, adventurous, and authentic

Brand Values

• •Adventure & Exploration
• •Sustainability & Responsibility
• •Community & Connection
• •Durability & Quality
• •Authenticity & Passion

Best Practices

• •Lead with the 'Why': Always start with the purpose behind the product or message—the adventure, the sustainability, the community. The features and specs should support the story, not lead it.
• •Use 'You' and 'We' to Build Community: Address the customer directly with 'you' to make the message personal. Use 'we' and 'our' to create a sense of shared values and community, positioning the brand as a fellow adventurer, not a faceless corporation.
• •Incorporate Sensory and Vivid Language: Use words that evoke the feeling of adventure. Describe the 'crisp mountain air,' the 'crunch of leaves underfoot,' or the 'warmth of a campfire.' This transports the audience and makes the brand experience more immersive.
• •Highlight Sustainability Authentically: Be specific and transparent about sustainability efforts. Instead of just saying 'eco-friendly,' explain how: 'Our t-shirts use 50% less water to produce' or 'Every purchase helps fund trail restoration projects.' This builds trust and reinforces brand values.
• •Encourage User-Generated Content (UGC): Actively ask your community to share their experiences. Create branded hashtags and feature customer photos and stories prominently. This validates the brand's message, provides social proof, and ensures the content remains authentic and grounded in real-life experiences.

Social Perception

As an "Enabler of Adventure"; Eco-Conscious & Ethical; Authentic and Community-Focused

Copy Examples

• •Built for the detours. The 'Horizon' pack is made with 100% recycled, water-resistant nylon, because the best paths are often unpaved. Where will you take it next? #LivinLife #AdventureReady
• •Life isn't meant to be lived in one place. It’s in the quiet sunrises, the challenging trails, and the stories you'll tell for years. We make gear that's ready for all of it. Join the journey. #LivinLife
• •GEAR FOR THE STORIES YOU'LL TELL. Sustainably crafted apparel and equipment for the modern explorer. Live intentionally, explore responsibly.
• •The mountains are calling, and your gear should be ready. We believe every weekend is an opportunity for a new story. That's why we design durable, eco-friendly essentials to help you get out there and live it. P.S. Share your latest adventure using #MyLivinLife for a chance to be featured!
• •Our organic cotton bandana is the ultimate adventure multi-tool. How do you use yours? #GearHacks #OutdoorLife #SustainableStyle #LivinLife