Brand Tone

passionate, educational, and community-focused.

Brand Values

• •Regeneration
• •Relocalization
• •Resilience
• •Experimentation
• •Local & Natural

Best Practices

• •Lead with "Why," Not Just "What": Always connect the product back to the core values. Instead of just saying "Buy our soil," explain that "By choosing our living soil, you're supporting regenerative practices..."
• •Use Educational Language: Frame content as helpful advice. Create blog posts or short videos explaining concepts like "top-dressing with compost" or "the role of microbes," positioning the brand as a trusted guide.
• •Emphasize "Local" and "Community": Regularly mention Salt Spring Island, local partnerships, and the collective "we" to reinforce the brand's identity and connection to its place of origin.
• •Speak the Language of Regeneration: Use powerful, positive, and active words like "regenerate," "revitalize," "resilience," and "living soil" consistently across all platforms. Avoid generic terms like "good dirt."
• •Be Transparent and Passionate: Share the journey, including the experiments and what the team is learning. Let the genuine passion for soil health and ecology shine through in all communications to build an authentic connection with customers.

Social Perception

Strongly positive within its target market of local and regional gardeners, seen as an integral part of Salt Spring Island's reputation for environmental consciousness and high-quality artisanal products, associated with positive community initiatives like new composting facilities, and perceived favorably by those who prioritize soil health and ecological impact.

Copy Examples

• •Don't just grow. Regenerate. Our living soil, born on Salt Spring Island, brings the power of a healthy ecosystem right to your garden. Feed your plants, and the planet.
• •This isn't just fertilizer. It's the lifeblood of your garden. Packed with microbial activity and slow-release nutrients, our Salt Spring Vermicompost builds resilient soil structure for plants that don't just survive, they thrive.
• •We started with a simple belief: that our actions should help nature heal. From our family on Salt Spring Island to yours, we offer more than soil. We offer a way to partner with nature and cultivate a resilient future, one garden at a time.
• •Your garden is part of a bigger story. The Salt Spring story. Choose a soil that reflects our island's values of community and regeneration. Pick up a bag of Salt Spring Soil and feel the difference.
• •Ready for a Resilient Garden? The Secret is in the Soil.