Brand Tone

Authentic, Passionate, Eco-conscious, Personal, and Creative

Brand Values

• •Sustainability & Circularity
• •Personalization & Self-Expression
• •Craftsmanship & Quality
• •Community & Connection

Best Practices

• •Lead with Purpose: Always connect the product back to the core values of sustainability and repair. Whether it's a patch or a sweater, its primary function is to combat waste and encourage mindful consumption.
• •Use the Founder's Voice: Maintain the personal, authentic, and slightly humble tone. Use "I" and "we" to refer to the studio, making the communication feel like it's coming from a real person, not a faceless company.
• •Emphasize "Made in Norway": This is a key differentiator that speaks to quality, local support, and ethical production. Mentioning Stavanger specifically adds a layer of local charm and authenticity.
• •Tell Stories, Not Just Specs: Instead of just describing a patch, describe its potential: mending a child's favorite pants, covering a coffee stain on a beloved t-shirt, or adding personality to a plain tote bag. Create narratives around the products.
• •Educate and Empower: Use copy to teach the value of mending. Include simple instructions and encouragement. Frame the customer as a creative partner in the sustainability movement, not just a consumer. This builds community and reinforces the brand's purpose-driven identity.

Social Perception

Overwhelmingly positive within its niche, perceived as a trusted, high-quality, and mission-aligned brand, inspiring and authentic, fostering a loyal and engaged community emotionally invested in its success.

Copy Examples

• •A little rip doesn't have to be the end. Our 'Klimastolthet' (Climate Pride) patch is more than just a design; it's a statement. A choice to repair, to reinvent, and to wear your values. Handcrafted in Stavanger to give your clothes a second chance. #PrydBordering #RepairCulture #SustainableFashion
• •Make their first backpack or jacket truly theirs. Our custom-embroidered name tags are designed and made in Norway, adding a personal, durable touch that lasts through every adventure. The perfect gift for the new people in your life. Shop now.
• •Pryd is a small studio in Stavanger with a big idea: that clothes should be loved longer. We unite a passion for design with a deep respect for the environment, creating meaningful embroidery that helps you repair, personalize, and reimagine your wardrobe. Every stitch is a step away from throwaway culture.
• •Choose your color, your size, and the Pryd embroidery that speaks to you. We'll custom-stitch your unique piece right here in our Stavanger studio. This isn't just a sweater; it's a collaboration. Soft, sustainable, and 100% you.
• •When you support Pryd, you're not just buying a product. You're supporting a dream, a craft, and a commitment to doing things differently. You're the reason we can keep our little machine humming. Thank you for being part of our story.