Brand Tone

Educational, Authoritative, and Approachable. The brand communicates with the confidence of an expert, using data and well-researched information, but with an accessible and direct style, avoiding jargon. It aims to empower and inform with a serious, responsible, positive, and encouraging tone, focusing on solutions and actionable change.

Brand Values

• •Sustainability
• •Education & Information Access
• •Responsibility & Action
• •Conscious Consumption
• •Community & Social Impact

Best Practices

• •Lead with Education: Always prioritize providing value and information over a hard sell. Frame products as solutions to the environmental and social issues you discuss. Your primary role is that of an educator.
• •Use Empowering Language: Avoid a tone of guilt or alarmism. Instead of focusing solely on the negative, use positive, empowering language that frames sustainable choices as accessible, impactful, and desirable. Words like "choose," "impact," "change," and "join" are powerful.
• •Maintain Authority with Facts: Back up claims with data, statistics, and clear explanations. This reinforces your position as a trusted expert and builds credibility for both the informational portal and the online store.
• •Bridge the Portal and the Store Seamlessly: Ensure the copy creates a logical and ethical link between the problem (identified in an article on the portal) and the solution (offered as a product in the store). For example, an article about plastic pollution can naturally lead to promoting plastic-free alternatives.
• •Be Direct and Action-Oriented: Every piece of content should guide the user toward a clear action, whether it's reading an article, using the recycling locator, or purchasing a sustainable product. Use clear calls-to-action (CTAs) like "Learn More," "Find a Point," "Shop Sustainably," or "Make the Switch."

Social Perception

Portal eCycle is perceived as a trusted and essential resource for sustainability in Brazil, seen less as a commercial brand and more as an educational institution or public utility. Users view it as the go-to reference for recycling and environmental information. Loja eCycle benefits from this, seen as a trustworthy, curated extension of the portal's mission.

Copy Examples

• •Your Daily Coffee, Without the Daily Waste. One cup of coffee a day can mean 365 disposable cups in the landfill each year. Make a simple switch with a big impact. Our reusable cups are designed for your routine and for the planet. Shop the collection at Loja eCycle.
• •Did You Know? Your Plastic Bottle Has a Future. That plastic bottle doesn't have to end up in the ocean. When recycled correctly, it can become new clothes, furniture, or even another bottle! But it all starts with one action: yours. Find the nearest collection point for your recyclables using our free search tool on eCycle. #ConsciousConsumption
• •Show Us Your #eCycleChallenge! How do you separate waste at home? Share your best tips and tricks! Duet this video and show us your recycling station. The most creative setup gets a shout-out on our page! Let's inspire each other to be better.
• •This Isn't Just a Purchase. It's a Statement. Every product in the Loja eCycle has a story. A story of reduced water usage, recycled materials, or fair labor practices. When you choose to buy from us, you're not just acquiring an item; you're funding a more sustainable future and voting for the world you want to live in.
• •Old electronics? Don't just trash them. Broken phone? Old batteries? That's e-waste, and it's toxic for the environment. Disposing of it correctly is crucial. Find a certified e-waste collection point near you in seconds. Search now on the Portal eCycle. #RecycleRight