Brand Tone

friendly, joyful, adventurous, authentic, and down-to-earth

Brand Values

• •Authenticity
• •Kindness
• •Adventure
• •Happiness
• •Quality & Durability
• •Sustainability

Best Practices

• •Embrace Joy and Positivity: Always inject a sense of happiness, optimism, and lightheartedness into your copy. Use words that evoke positive emotions.
• •Be Genuinely Friendly and Approachable: Write as if you're talking to a friend. Use inclusive language and a conversational style. Avoid overly formal or technical jargon.
• •Highlight Adventure in the Everyday: Frame even mundane activities (like commuting or walking the dog) as small adventures. Encourage exploration and spontaneity.
• •Stay True to Your Values (Authenticity & Kindness): Let your core values of authenticity and kindness shine through. Be transparent, honest, and empathetic in your messaging. Talk about your ethical commitments and the people behind the brand.
• •Focus on Quality and Comfort Benefits: While maintaining a joyful tone, clearly communicate the practical benefits of the products – their durability, comfort, waterproof nature, and how they make life easier and more enjoyable.

Social Perception

positive customer experiences, cult-like following, bridging city and country, joyful and reliable, value for money, growing international presence, sustainability efforts recognized (with room for improvement)

Copy Examples

• •Headline: Adventure Awaits. Keep Your Feet Merry. Body: Don't let a little rain dampen your spirits (or your socks!). Our Bobbi boots are here to make every puddle-jump, garden potter, and city stroll a joyous adventure. 100% waterproof, wonderfully comfy, and authentically you.
• •Headline: Kindness in Every Step. Body: We believe in treading lightly on the planet and treating everyone with kindness – from our makers to you. Feel good inside and out with our ethically crafted, vegan-friendly rainwear. Happiness guaranteed.
• •Headline: From Muddy Paths to Main Street: Stay Merry. Body: Who says practical can't be stylish? Merry People boots blend farm-tested durability with city-chic design, so you can embrace every day with confidence and a splash of fun. What unique adventure will you find today?
• •Headline: Real Comfort for Your Real Adventures. Body: Life's too short for uncomfortable shoes. Our boots are designed with all-day arch support and a cozy neoprene lining because your everyday explorations deserve the best. Experience the Merry People difference.
• •Headline: More Than Just Boots: It's a Feeling. Body: It’s the joy of a dry commute, the freedom of a spontaneous walk in the rain, the happiness of comfortable feet. Discover the quality, values, and authentic charm that make Merry People a beloved companion for life's moments, big and small.