Brand Tone

aspirational, serene, and conscious

Brand Values

• •Sustainability
• •Quality & Timelessness
• •Connection to Nature
• •Ethical Production

Best Practices

• •Lead with Values: Always anchor the copy in the core brand values of sustainability, timelessness, and nature. Whether it's a product description or a social media post, find a way to connect back to the 'why' behind the brand.
• •Use Evocative, Sensory Language: Employ words that evoke the feeling of the coast, adventure, and comfort. Use phrases like 'ocean breeze,' 'soft-spun cotton,' 'sun-faded colors,' and 'built for adventure' to create a strong mental image that aligns with the brand's aspirational lifestyle.
• •Maintain a Calm and Confident Tone: The copy should be serene and assured, never desperate or salesy. Avoid excessive exclamation points, aggressive calls-to-action, or trend-heavy slang. The tone should reflect the timeless nature of the products.
• •Be Transparent and Specific: When mentioning sustainability, provide concrete details. Instead of just saying 'eco-friendly,' specify 'made from organic cotton waste' or 'we plant one tree for every item sold.' This builds credibility and reinforces the 'conscious' aspect of the brand tone.
• •Unify Messaging Across All Channels: Ensure that the language used on the website, Instagram, TikTok, and in emails is consistent. While the format may change (e.g., shorter captions on TikTok), the core tone, keywords ('sea,' 'adventure,' 'sustainable,' 'timeless'), and values must remain the same to build a strong, recognizable brand identity.

Social Perception

Palu is perceived as a niche, premium, and purpose-driven brand. It is considered authentic and offers premium quality.

Copy Examples

• •Wear the feeling of the coast. Our classic hoodie is made from 100% organic cotton waste, designed for sunrise checks and sunset sessions. Timeless comfort that’s kinder to the planet. #PaluBrand #InspiredByTheSea
• •Beyond the Trend. Sustainable pieces inspired by the sea, created for a life of adventure. Discover the collection.
• •Your new favorite shirt just planted a tree.
• •The Essential Tee: More than just a t-shirt, it’s a commitment. Crafted in Portugal from premium organic cotton fabric remnants, this piece offers all-day softness and a classic fit that lasts season after season. Consciously made, so you can wear it with pride. Every purchase helps us restore our forests.
• •From waste to waves. This is how we make your favorite hoodie.