Brand Tone

Passionate, Authentic, and Eco-Conscious

Brand Values

• •Conservation & Give-Back
• •Sustainability
• •Love for the Outdoors
• •Quality & Craftsmanship

Best Practices

• •Lead with Purpose: Always connect the product back to the "why"—the mission of conservation and love for the outdoors. Every piece of copy should reinforce the brand's purpose-driven identity.
• •Use Personal, Authentic Language: Write from the founder's perspective when appropriate ("I started this project because..."). Use words like "we" and "our community" to foster a sense of shared values. Avoid corporate jargon.
• •Incorporate Sensory & Natural Vocabulary: Use descriptive words that evoke the outdoors. Terms like "earthy," "mountain-air," "forest-scented," "soft-spun cotton," and "durable" resonate with the target audience and product quality.
• •Balance Storytelling with Clarity: While the brand's story is a powerful tool, ensure product descriptions are also clear and informative. Detail the materials, fit, and care instructions to build trust and manage customer expectations.
• •Educate and Inspire: Use copy to gently educate the audience about the importance of conservation, the sustainable materials used, or the stories behind a particular park-inspired design. This adds value beyond the product and strengthens the brand's position as a passionate authority.

Social Perception

Sequoia Project is perceived by its audience as a mission-driven small business with high-quality, aesthetically pleasing products. Customers are drawn not only to the items themselves but to what the brand represents: a tangible way to support conservation while expressing their love for the outdoors. The brand is seen as trustworthy and inspiring. The personal involvement of the founder enhances this positive perception. There is an appreciation for the natural, subtle, and non-overpowering scents of their candles and the unique designs of their pins and apparel.

Copy Examples

• •Image: A stunning, high-quality photo of the "Protect Our Parks" enamel pin on a backpack with a mountain landscape in the background. Copy: "Wear your love for wild places. Every piece we create is inspired by the parks that inspire us, and every purchase helps protect them for future generations. Your adventure helps fund our promise. #SequoiaProject #ProtectOurParks"
• •Headline: Soft, Sustainable, and Inspired by the Sierras. Body: "This isn't just a t-shirt; it's a statement of your commitment to the wild. Made from exceptionally soft, 100% sustainably sourced cotton, it’s designed for comfort on the trail and coziness by the campfire. The durable, high-quality fabric feels better with every wear, just like a well-loved trail. By choosing this tee, you're helping us fund conservation efforts across our National Parks."
• •Subject: Fresh from the Forest: Our Newest Collection is Here. Body: "We went back to the source for our latest designs—the quiet trails, the towering trees, and the vast skies of our favorite National Parks. This new collection is a tribute to those moments of peace and adventure. Explore new apparel, candles, and goods crafted with sustainable materials and, as always, 10% of every sale goes directly to protecting these precious landscapes. Find your new favorite piece and join the project."
• •Headline: Goods That Do Good. Sub-headline: Inspired by the National Parks. Designed for the Conscious Explorer. A portion of every sale protects our wild places.
• •Video: A short, engaging video showing the founder packing an order, with text overlays about the brand's mission. Copy: "From a simple idea born out of a love for nature to a project that gives back. When you order from Sequoia Project, you're not just getting a product. You're supporting a small, one-person business dedicated to making a difference. Thank you for helping me on this journey to protect our wild places, one order at a time. - Nicole"