Brand Tone

Inspirational, action-oriented, communal, empowering, educational, positive, and collaborative, blending reverence for nature with an optimistic call to action.

Brand Values

• •Environmental Stewardship
• •Community & Collaboration
• •Action over Apathy
• •Sustainability & Quality
• •Education

Best Practices

• •Always connect the product or message back to the core mission of protecting nature, emphasizing the
• •Use communal and action-oriented language, employing words like
• •Maintain an inspirational, optimistic, and empowering tone, focusing on the positive impact of taking action rather than solely on pollution's negative aspects.
• •Ensure content varies across the brand's three pillars (Act, Create, Educate), alternating between promoting CleanUP events, showcasing sustainable products, and sharing educational facts.
• •Embrace authenticity by sharing the brand's origin story, featuring real volunteers, and using genuine, high-quality imagery from outdoor activities and CleanUP events to build trust.

Social Perception

Very positively perceived as a genuine and impactful grassroots movement. Highly credible due to collaborations with major brands and media features. Demonstrates strong community buy-in and a reputation as leaders of an authentic environmental initiative that people want to be a part of, not merely a product company.

Copy Examples

• •This is what we're fighting for. It’s more than just a view. It’s a habitat, a sanctuary, and our playground. Every trail we clean and every single-use plastic we refuse helps keep it this way. This is our
• •Adventure-Ready. Planet-Approved. Your gear should be as committed to the outdoors as you are. The Patron™ Lunchbox Set isn't just for your food; it's a statement. A durable, plastic-free tool for every journey. Pack smart, leave no trace, and fuel the movement. 1€ from every purchase funds our CleanUP initiatives. #PatronJourney #EatCleanHikeClean
• •Your Next Adventure Has a Purpose. Ready to make a difference? The 2025 CleanUP Tour dates are here! Join thousands of fellow Patrons across the Alps as we roll up our sleeves to protect the peaks we love. Grab your friends, sign up your team on the CleanUP map, and let's get to work. Together, we are a force for nature. [Link to Sign Up] #PlasticfreePeaks
• •What’s the most common item we find on our CleanUPs? (Poll: Plastic Bottles, Cigarette Butts, Food Wrappers. Follow-up reveals answer & impact).
• •We Weren't Content to Just Watch. Patron began with a simple observation: the places we loved were being damaged by trash. We decided to act. We are more than a brand; we are a community-led movement dedicated to the vision of #plasticfreepeaks. Through community action (ACT), sustainable gear (CREATE), and awareness programs (EDUCATE), we empower everyone to awaken the protector within.