Brand Tone

Authentic, Aspirational & Adventurous, Respectful & Conscious, Premium & Functional, Community-Oriented, Approachable

Brand Values

• •Connection with Nature
• •Quality & Performance
• •Sustainability & Stewardship
• •Authenticity
• •Innovation
• •Work-Life Balance & Employee Empowerment
• •Inclusivity
• •Transparency
• •Doing The Right Thing

Best Practices

• •Embrace Authentic Mountain Language: Use words and phrases that evoke the spirit of Jackson Hole and the mountain lifestyle (e.g., "mountain soul," "Teton summits," "dawn patrol," "alpine pursuits"). Avoid overly corporate or generic outdoor jargon.
• •Balance Aspiration with Accessibility: Inspire adventure and connection with nature, but ensure the tone remains welcoming and inclusive, reflecting that the outdoors is for everyone. Show both "epic" and "everyday" moments.
• •Weave in Values Naturally: Subtly integrate core values like sustainability, quality, and community into product descriptions and storytelling, rather than making them sound like an afterthought or a checklist. For example, mention Bluesign® approved materials when relevant.
• •Focus on Functional Storytelling: Highlight how the technical features of the products benefit the user in real-life outdoor scenarios. Tell stories of how the gear performs and enhances the experience, rather than just listing specs.
• •Maintain a Respectful and Conscious Voice: Whether discussing product performance or environmental initiatives, maintain a tone that reflects a deep respect for nature, the community, and ethical practices. This builds trust and reinforces the brand's commitment to "doing the right thing."

Social Perception

High-Quality & Durable, Stylish & Versatile, Authentically Mountain-Rooted, Environmentally Conscious, Premium Brand, Growing Recognition, Good Employer

Copy Examples

• •Headline: From Teton Peaks to Town Paths. Your Adventure, Elevated. Body: Stio is born from the mountain life. We craft gear that moves with you, from the steepest ascents to your favorite local trail, blending technical performance with everyday comfort. Let the outside in.
• •Headline: Built for the Wild. Designed for Your Life. Body: Experience the difference quality makes. Our apparel is rigorously tested in the heart of Jackson Hole, ensuring every stitch stands up to the elements and every design feels like it was made for you. Discover durable, sustainable style.
• •Headline: More Than Gear. It's a Promise. Body: We're committed to protecting the wild places that inspire us. That means sustainable materials, responsible manufacturing, and gear built to last, not to be replaced. Invest in performance, invest in the planet.
• •Headline: The Mountain Calls. We Answer. Body: Whether it's a dawn patrol ski or a quiet evening by the river, Stio equips you for every moment the mountains offer. Feel the connection, embrace the balance. #StioMountainLife
• •Headline: Your Daily Dose of Outdoors. Effortlessly. Body: Technical doesn't have to mean complicated. Our versatile designs transition seamlessly from epic adventures to your everyday routine, keeping you comfortable and ready for whatever the day holds. Live the mountain spirit, wherever you are.