Brand Tone

Inspiring & Purpose-Driven, Authentic & Transparent, Friendly & Approachable, Optimistic & Empowering, Nature-Connected & Outdoorsy

Brand Values

• •Sustainability
• •Environmental Restoration & Conservation
• •Ethical Production & Fair Labor
• •Transparency & Accountability
• •Community & Inclusivity
• •Comfort & Quality

Best Practices

• •Lead with Purpose, Support with Product: Always connect the product back to the core mission of environmental restoration and sustainability. The "why" (planting trees, Earth-First) should be as prominent, if not more so, than the "what" (the apparel).
• •Use Inclusive and Empowering Language: Make customers feel like they are part of a collective effort and that their individual actions matter. Avoid jargon or overly technical environmental terms; keep it accessible and optimistic (e.g., "Big change starts small," "Join the collective").
• •Maintain Authenticity and Transparency: Be honest about materials, processes, and impact. If discussing challenges, do so openly. This builds trust, aligning with their "Goodbye, Greenwashing" stance.
• •Incorporate Nature-Inspired and Sensory Language: Use words that evoke the outdoors, comfort, and the positive feelings associated with nature and sustainable materials (e.g., "buttery soft," "earthy hues," "cozy," "forest trails").
• •Keep it Positive and Action-Oriented: While acknowledging environmental challenges, focus on solutions and the positive impact of collective action. Encourage engagement and make it easy for people to participate in the brand's mission.

Social Perception

Highly Positive & Reputable, Eco-Conscious Leader, Trustworthy, Fashionable & Comfortable, Empowering, Innovative

Copy Examples

• •Headline: Wear The Change. Plant The Future. Body: Every super-soft tee and cozy hoodie you choose does more than just feel good. It actively restores our planet. With ten trees planted for every item, you're not just getting dressed – you're growing a forest. Join us in making Earth-First an everyday choice. #tentree #EarthStuff
• •Headline: Small Threads, Big Impact. Body: We believe that every little action counts. That’s why our clothing is crafted from the most sustainable materials we can find, ensuring a lighter footprint and a comfier you. From recycled plastics to organic cotton, feel the difference of Earth-First comfort and know your purchase plants a brighter tomorrow.
• •Headline: Adventure-Ready. Planet-Approved. Body: Whether you're exploring city streets or forest trails, do it in gear that gives back. Our latest collection is designed for comfort and durability, using eco-friendly fabrics that love the Earth as much as you do. Plus, ten trees are planted with every piece. Where will your tentree take you?
• •Headline: More Than Just Apparel. It’s a Movement. Body: We’re a community planting hope, ten trees at a time. Each garment is a promise – of sustainable style, ethical production, and a tangible step towards a greener world. Track your impact and see how your choice helps heal our planet. Together, we are tentree.
• •Headline: Cozy Up to Sustainability. Body: Wrap yourself in the comfort of our eco-conscious fabrics and the warmth of knowing you’ve made a difference. Our Earth-First essentials are designed for everyday wear and built to last, all while helping reforest our world. Big change starts small, and it feels amazing.