Brand Tone

Authentic, Passionate, and Community-Oriented

Brand Values

• •Passion for the Outdoors
• •Community
• •Authenticity
• •Simplicity

Best Practices

• •Always write from the "We" perspective: Frame all copy from the perspective of the founders and the community. Use "we," "us," and "our" to reinforce the brand's personal, small-business feel. This builds a direct connection with the customer.
• •Focus on emotion and experience over product specs: Instead of just describing a shirt, describe the feeling or memory it represents (e.g., "the thrill of the catch," "the peace of the woods"). Outdoor enthusiasts are drawn to narratives and the experience, not just the product itself.
• •Maintain a grounded and authentic voice: Avoid overly polished marketing-speak or exaggerated claims. The brand's strength is its authenticity. The copy should sound like it's coming from a friend who shares the same passions.
• •Use "Community" as a keyword: Regularly incorporate words like "community," "share," and "together" into the copy. This reinforces the value of shared experiences and makes customers feel like they are part of a group.
• •Keep it simple and sincere: The brand name itself is "Pure." The copywriting should reflect this by being straightforward, honest, and free of clutter. The message should be as clear and refreshing as the outdoors it celebrates.

Social Perception

Due to limited online presence, the public perception of Pure Outdoors Apparel is not yet well-defined by external sources. The brand actively projects itself as a small, relatable, and authentic business created by genuine outdoor enthusiasts for their peers. Customers finding the website are likely to perceive it as a grassroots company, fostering trust and connection. However, the lack of social proof (reviews, social media presence) may cause hesitation in potential new customers, despite the growing market value for authenticity and brand mission.

Copy Examples

• •More than just a shirt, it's a feeling. That early morning mist on the water, the patient wait, and the sudden thrill of the catch. This tee was designed by and for those who live for those moments. Wear the passion, share the story. Welcome to the Pure Outdoors community.
• •Apparel for the Moments That Make You Feel Alive. Inspired by Real Adventures, Made for Your Story.
• •We're not a big corporation. We're a coach and a nurse who find our peace by the water and in the woods. We started Pure Outdoors Apparel in 2021 because we wanted to wear our passion and share it with a community that gets it. Every design is a piece of our story—and we hope it becomes a part of yours.
• •Fresh Tracks: New Gear For Your Next Adventure
• •Your Weekend Has a Uniform. From the boat to the bonfire, our apparel is made for the pure moments. We're a small brand started by outdoor lovers, for outdoor lovers. Find your new favorite tee. #PureOutdoors