Brand Tone

Passionate, Authentic, Informative, Relaxed & Coastal-Inspired, Quality-Conscious

Brand Values

• •Sustainability
• •Environmental Preservation
• •Quality & Durability
• •Innovation
• •Conscious Consumption
• •Transparency

Best Practices

• •Lead with Purpose: Always connect the product back to the 'why' – the mission of sustainability and environmental preservation. Frame benefits in terms of both the wearer (comfort, quality, style) and the planet (waste reduction, cleaner environment).
• •Be Authentic and Transparent: Use honest and straightforward language. Acknowledge the journey and the challenges (like their statement 'We are not perfect, there is more we could do, but we will start here'). Avoid overly technical jargon unless explained simply.
• •Evoke the Coastal Inspiration: Where appropriate, weave in imagery and language that connects to the West Australian coastline and a relaxed, nature-loving lifestyle. This reinforces brand origin and inspiration.
• •Emphasize Quality and Feel: Consistently highlight the high quality of the materials and the comfort/feel of the garments. This addresses potential concerns about recycled materials and justifies the value.
• •Use Inclusive and Positive Language: Foster a sense of community and shared responsibility. Focus on positive action and the impact consumers can make by choosing re.a, rather than dwelling solely on the negative aspects of pollution.

Social Perception

Positive (among those aware), Growing Awareness Needed, Eco-Conscious Appeal, Potential for Trust, Niche but Respected

Copy Examples

• •Headline: Beyond the Bin: Wear the Change. Body: We see more than waste in discarded plastics and cotton. We see the future of your wardrobe. re.a recycled apparel transforms what was lost into high-quality, thoughtfully designed pieces made for living in. Feel good, look good, do good. It’s that simple. Call to Action: Discover the collection.
• •Headline: Born from the Coast, Made for a Cleaner Tomorrow. Body: Inspired by the pristine beauty of Western Australia, re.a is our stand against fast fashion. Each garment is crafted from recycled materials, pulling waste from our oceans and landfills, giving it new life as apparel you’ll love for years. Quality you can feel, a purpose you can wear. Call to Action: Our Story, Your Impact.
• •Headline: This Isn't Just a T-Shirt. It's a Statement. Body: It’s 7.5 plastic bottles and 150g of cotton waste, reimagined. Our recycled apparel isn’t just about looking good; it's about making a conscious choice for our planet. Experience the soft, durable feel of fabric born from a mission to protect our coastlines. Call to Action: Shop Sustainable Styles.
• •Headline: Quality That Lasts. Impact That Matters. Body: Fast fashion creates waste. We create alternatives. re.a recycled apparel is meticulously designed and crafted from repurposed materials for a difference you can see and feel. From the weight of the fabric to the comfort of the fit, choose clothing that loves the Earth back. Call to Action: Invest in Conscious Comfort.
• •Headline: Join the re.a Movement: Style That Cleans Our Shores. Body: Every piece of re.a apparel is a step towards cleaner oceans and a healthier planet. We’re turning the tide on waste, one beautifully recycled garment at a time. Wear your values, embrace sustainable style, and help us give waste a second life. Call to Action: Explore Recycled Apparel.