Brand Tone

Authentic & Down-to-Earth, Purpose-Driven & Compassionate, Eco-Conscious & Responsible, Adventurous & Outdoorsy, Crafted & Unique, Inspirational & Positive

Brand Values

• •Sustainability
• •Giving Back/Social Responsibility
• •Craftsmanship & Quality
• •Heritage & Authenticity
• •Innovation
• •Community

Best Practices

• •Lead with Purpose: Always connect the product back to the brand's core values of sustainability and giving back. Whether it's a product description or a social media post, weave in the 'Do Good' mission.
• •Authentic Storytelling: Share genuine stories about the artisans, the sustainable materials, the communities impacted by the 'Do Good' program, and the brand's Idaho heritage. Avoid overly corporate or generic language.
• •Emphasize Craftsmanship & Uniqueness: Highlight the handcrafted nature of the eyewear and the unique qualities of the sustainable materials (e.g., the grain of the wood, the recycled origins of the aluminum). Use descriptive and evocative language.
• •Inspire Adventure & Connection: Use imagery and language that evokes a sense of adventure, connection with nature, and community. Encourage user-generated content that aligns with this spirit.
• •Maintain a Positive and Hopeful Voice: While addressing serious issues like environmental impact and social needs, maintain an optimistic tone that empowers customers to be part of the solution through their purchase.

Social Perception

Ethical & Trustworthy, Stylish & Unique, High Quality, Conscious Choice, Inspiring

Copy Examples

• •Headline: See the Good. Do the Good. Wear the Good. Body: Crafted from sustainably sourced wood and recycled materials, each pair of Proof Eyewear sunglasses helps fund sight-giving surgeries and reforestation projects worldwide. Make a statement that matters.
• •Headline: Adventure-Ready. Earth-Friendly. Body: Explore your world with eyewear that’s as committed to the planet as you are. Our handcrafted wooden frames are built for durability, designed for style, and dedicated to giving back. #ProofEyewear #SustainableStyle
• •Headline: More Than Just Sunglasses. It's a Movement. Body: Join the Proof family and wear your values. With every purchase, you’re supporting our Do Good initiatives – from planting trees to empowering communities. Look good, feel good, do good.
• •Headline: Handcrafted with Purpose. Designed for You. Body: Discover the unique character of our eco-friendly eyewear. Made from materials like sustainable wood and recycled aluminum, each frame tells a story of craftsmanship and a commitment to a better world. Find your perfect pair.
• •Headline: Your Style. Our Planet. Shared Vision. Body: Proof Eyewear: Where innovative design meets unwavering ethics. Our collections are a testament to what’s possible when fashion and responsibility go hand in hand. See the difference. Be the difference.