Brand Tone

Activist and Urgent, Authentic and Honest, Educational and Informative, Inspiring and Passionate, Purpose-Driven and Committed, Relatable and Approachable

Brand Values

• •Environmentalism: We're in business to save our home planet.
• •Quality: Build the best product, provide the best service and constantly improve everything we do.
• •Integrity: Examine our practices openly and honestly, learn from our mistakes and meet our commitments.
• •Justice: Be just, equitable and antiracist as a company and in our community.
• •Not Bound by Convention / Activism: A willingness to take risks, challenge norms, and use the business to protect nature and drive positive social and environmental change.

Best Practices

• •Lead with Purpose: Always connect the copy back to Patagonia's core mission: "We're in business to save our home planet." Even product-focused copy should have an undercurrent of environmental responsibility.
• •Be Authentic and Transparent: Don’t shy away from discussing challenges or the complexities of sustainability. Use honest, straightforward language. Avoid greenwashing or overstating achievements.
• •Educate and Inspire Action: Use copy as an opportunity to inform about environmental issues (globally and locally in NZ) and inspire tangible actions, whether it's repairing gear, supporting local causes, or making conscious consumer choices.
• •Emphasize Quality and Durability as Sustainability: Frame the high quality and longevity of Patagonia products as a key part of their environmental strategy – buying less, repairing more.
• •Localize with Relevance: When addressing the New Zealand audience, incorporate local environmental concerns, initiatives, and place names where appropriate (like the Queenstown store and supported local groups) to build a stronger connection.

Social Perception

Environmentally Responsible and Ethical, High Quality and Durable, Authentic and Transparent, Aspirational and "Cool", Community-Focused, Activist Leader

Copy Examples

• •Headline: Your Adventure Shouldn't Cost the Earth. Body: Gear up with apparel built to last, designed with our planet in mind. Explore Aotearoa, leave only footprints. #PatagoniaNZ #SaveOurHomePlanet
• •Headline: This Jacket is an Investment. In Quality, and Our Future. Body: Crafted for the wild, repaired for life. We build gear to endure, so you can focus on the journey, knowing we're working to protect the landscapes we all love. Learn about our Worn Wear program. #BuiltToLast #EnvironmentalAction
• •Headline: The Mountains are Calling. So is the Planet. Body: Answer both. Our latest range uses more recycled materials than ever, because every choice matters. Join us in protecting the wild places of New Zealand. [Link to local NZ activism page/story] #ProtectWildPlaces #PatagoniaActivism
• •Headline: More Than Just a Store. A Hub for Change. Body: Our Queenstown space is open! Come talk gear, learn about local conservation, and connect with fellow protectors of Aotearoa's beauty. Together, we can make a difference. [Link to store events] #CommunityForChange #PatagoniaQueenstown
• •Headline: Why We're in Business. Body: To save our home planet. It’s that simple, and that critical. From the materials we source to the groups we support right here in New Zealand, every decision is a step towards a healthier Earth. Join the movement. #PatagoniaMission #NZConservation