Brand Tone

Conscious & Caring, Empowering & Confident, Authentic & Transparent, Approachable & Community-Oriented

Brand Values

• •Sustainability & Eco-consciousness
• •Made in Canada & Local Support
• •Quality & Durability
• •Style & Functionality
• •Ethical Production & Social Responsibility

Best Practices

• •Prioritize "Sustainable" and "Canadian-Made" Messaging: These are key differentiators and should be woven naturally into product descriptions, social media, and all communications. Highlight eco-friendly materials and the benefits of local production.
• •Speak to Empowerment and Well-being: Use language that makes the customer feel good about their purchase, emphasizing comfort, style, quality, and the positive impact of their choice.
• •Maintain Authenticity and Transparency: Share the story behind the brand and the materials. Be open about the "why" behind Loko Sport. Avoid overly corporate or generic language.
• •Use Clear, Confident, and Approachable Language: The tone should be knowledgeable and assured regarding quality and sustainability, but also warm and inviting. Avoid jargon where possible, or explain it simply (e.g., Oeko-Tex).
• •Create a Glossary of Brand Keywords and Phrases: Develop a list of preferred terms (e.g., "eco-conscious," "ethically crafted," "Canadian artisans," "functional style") and consistently use them across all platforms to reinforce brand identity. Regularly review copy to ensure it aligns with these core messages.

Social Perception

Positive Association with "Made in Canada", Appreciation for Eco-Friendly Practices, Seen as a Niche, Quality Brand, Trusted for Comfort and Fit, Limited Mainstream Awareness (based on search volume)

Copy Examples

• •Headline: Feel Good, Look Good, Do Good. Sustainable Style, Made in Canada. Body: At Loko Sport, we believe your activewear should work as hard for the planet as it does for you. Discover our collection of beautifully crafted, eco-friendly athleisure – designed and made right here in Canada to empower your every move.
• •Social Media Post: Wrap yourself in comfort that cares. 🌿 Our bamboo tops are not just incredibly soft, they're made with love for the Earth – breathable, biodegradable, and Oeko-Tex certified. #LokoSport #SustainableFashion #MadeInCanada #EcoActivewear
• •Product Description Snippet (for a jacket): Conquer your day, rain or shine, with our all-weather jacket. Crafted from recycled fabrics and designed for ultimate breathability and protection, it's functional fashion that supports local Canadian craftsmanship. #EthicallyMade #CanadianDesigned
• •Email Subject Line: Empowering Women, One Stitch at a Time | Loko Sport Email Body Snippet: Choosing Loko Sport means choosing more than just activewear. You're supporting a community of Canadian women and investing in quality that lasts. Explore our new arrivals, consciously created for you.
• •About Us Page Excerpt: Since 1995, our mission has been simple: to create stylish, sustainable athleisure that makes you feel incredible. Every Loko Sport piece is a testament to Canadian quality, ethical production, and our deep respect for the environment. Join us in making a difference, beautifully.