Brand Tone

Passionate, Friendly, Purpose-Driven, Kind-hearted, Fun

Brand Values

• •Sustainability and Environmental Responsibility
• •Passion and Purpose
• •Quality and Durability
• •Customer-Centricity
• •Authenticity

Best Practices

• •Lead with Purpose: Always connect the product back to the mission. Whether talking about style, durability, or a new collection, frame it within the context of sustainability and ocean conservation.
• •Maintain an Authentic, Down-to-Earth Voice: Write as if you're talking to a friend. Use genuine and passionate language. Referencing the founder's story can help maintain this authentic connection.
• •Emphasize "Durable by Design": Consistently highlight the quality and longevity of the materials. This not only justifies the premium nature of the product but also reinforces the value of sustainability by reducing waste.
• •Build a Community, Not a Customer List: Use inclusive language like "Shade family," "join the movement," and "we're in this together." This fosters a sense of belonging and shared values, turning customers into advocates.
• •Balance Style with Substance: While the eco-friendly mission is key, don't forget the product's primary function and appeal. The copy should always make it clear that these are also highly stylish, comfortable, and protective sunglasses. Showcase how choosing SHADE is a decision that doesn't compromise on style or performance.

Social Perception

The brand is perceived very positively as high-quality, ethical, and stylish. Customers value the product's durability and the brand's mission-driven approach, especially its connection to ocean conservation. SHADE Eyewear is seen as offering "style with a purpose."

Copy Examples

• •Golden hour on the Gold Coast hits different. Our sunnies are designed to keep up with you from sunrise to sunset, crafted from plants, not plastic. Wear the change you want to see. #ShadeEyewear #SustainableStyle
• •Built for adventure. Made for life. Our plant-based frames are 3x stronger than plastic, because we believe in products that last, for a planet that needs to. Put our quality to the test. [Shop Now]
• •When you choose SHADE, you choose more than just a pair of sunglasses. You join a movement dedicated to protecting our oceans. With every pair, you help us support Sea Shepherd in their mission to end marine habitat destruction. Look good, do good. It’s that simple.
• •Tired of fast-fashion waste? So were we. That’s why we created SHADE Eyewear. Stylish, durable sunnies made from sustainable materials that won’t cost the earth. Literally. Join the family and get 10% off your first pair!
• •Make a statement without making a fuss. 'The B.I.G' offers a bold, classic look with the heart of a revolutionary. Hand-crafted from innovative, plant-based materials, these frames are as kind to the planet as they are on your eyes. Featuring 100% UV protection and heavy-duty hinges, they're not just big in style, but big on quality.