Brand Tone

aspirational, conscientious, and friendly

Brand Values

• •Sustainability
• •Action & Impact
• •Quality & Durability
• •Simplicity & Versatility
• •Community

Best Practices

• •Lead with the Mission: Always connect the product back to the core values of sustainability and positive impact. Whether it's a product description or a social media post, the "why" behind the brand should be present.
• •Use Authentic, Natural Imagery: Continue to use high-quality photos that place the product in Hong Kong's unique natural landscapes. This reinforces the brand's connection to both nature and the local community.
• •Maintain a Positive and Empowering Voice: Frame the environmental challenge as an opportunity for positive action. Use uplifting and inclusive language that invites customers to be part of the solution.
• •Be Transparent and Educational: Share specific details and certifications, such as the amount of plastic recycled per pair or the weight of debris cleaned from the ocean. This builds trust and reinforces the brand's conscientious tone.
• •Engage the Community Directly: Continue participating in local events and featuring user-generated content (with permission). Tagging local spots and collaborating with local eco-conscious influencers can deepen community roots and maintain a friendly, approachable feel.

Social Perception

Primarily positive and aligned with brand values for existing customers, seen as an ethical choice for sustainability. However, general public awareness in Hong Kong is low, positioning it as a discovery brand for those actively seeking eco-friendly products.

Copy Examples

• •From the Lantau trails to the beaches of Sai Kung, your weekend adventures just got a little lighter on the planet. Our flip-flops aren't just made for exploring Hong Kong's beautiful outdoors—they're made from recycled plastic to help protect it. #StepsForTheOcean #SubsHK #SustainableStyle
• •Did you know that one pair of our Subs contains 29 recycled plastic bottles? It's more than just a flip-flop. It's a statement. It's our commitment to cleaning up our coastlines, one step at a time. Join us on the journey. #SubsHongKong #Recycle #EcoFriendly
• •Wear the change. Flip-flops made from 100% recycled materials. Every pair sold helps pull 1kg of plastic from our oceans.
• •Ready for anything. Our eco-friendly flip-flops are built for comfort and durability, whether you're navigating city streets or rocky shores. Made from high-performance recycled plastic, they're designed to last. Shop the collection now.
• •Come say hi! We're at the Discovery Bay Handmade Market this weekend. Try on a pair of Subs, feel the comfort of recycled materials, and learn more about how we're taking steps for the ocean, right here in Hong Kong!