Brand Tone

Conscious and Responsible, Empowering and Inclusive, Approachable and Transparent, Passionate and Purposeful, Stylish and Functional, Community-Oriented

Brand Values

• •Sustainability
• •Ethical Production
• •Quality and Durability
• •Inclusivity
• •Transparency
• •Community Engagement
• •Innovation

Best Practices

• •Anchor in Your "Why": Always circle back to terrae's core mission of merging fitness with sustainability and ethical practices. Let this purpose infuse every piece of communication.
• •Speak the Language of Your Community: Use empowering, inclusive, and positive language. Address your audience as informed individuals who care about their well-being and the planet. Avoid jargon where possible, but don't shy away from transparently explaining material innovations (like TerraFlow, ECONYL®).
• •Educate, Don't Just Sell: While the goal is to sell activewear, position content as informative. Share insights into sustainable practices, the benefits of recycled materials, or tips for mindful consumption. This reinforces the "conscious" aspect of the brand.
• •Maintain Honesty and Transparency: Continue the "work in progress" narrative. If there are challenges or areas for improvement, being open builds trust and authenticity, aligning with the established transparent tone.
• •Visual and Verbal Cohesion: Ensure the tone of the copy is consistently reflected in the brand's visual identity (e.g., images of diverse individuals, natural settings, clean aesthetics). The words and pictures should tell the same conscious, empowering, and stylish story.

Social Perception

Terrae is generally perceived as a genuine and committed sustainable activewear brand, particularly making an impact in its local region. It is seen as a trustworthy alternative to fast fashion, offering high-quality, stylish, and functional activewear that doesn't compromise on ethical or environmental principles. The brand is appreciated for its transparency and its efforts towards body inclusivity and community building. The founding story and the visible passion of its leaders for making a positive difference contribute to a favorable public image.

Copy Examples

• •Move with purpose, live with intention. Our sustainable activewear is designed for every body, every journey. Crafted from recycled materials because we believe in looking good, feeling great, and protecting our Earth. Join the terrae tribe. #terrae #SustainableStyle #ActiveForAll #EcoConscious
• •Meet your new favorite leggings – and the planet’s too! The TerraFlow Legging is spun from [Number] recycled plastic bottles, offering buttery-soft comfort and a supportive fit that moves with you. Squat-proof, sweat-wicking, and sustainably made. Because your workout should empower you, and your choices should empower the world. #WearTheChange #RecycledActivewear
• •Feel Good, Do Good: Conscious Comfort Has Arrived ✨ (Body Snippet): At terrae, we're more than just activewear. We're a promise – to you and to the Earth. Discover our latest collection, mindfully made with sustainable fabrics and ethical practices, designed to make you feel unstoppable.
• •Tired of choosing between style, performance, and sustainability? With terrae, you don’t have to. Our activewear is ethically crafted from innovative eco-friendly materials to support your every move and our planet's future. Shop now and experience the difference. #EthicalActivewear #SustainableFashion #MadeToLast
• •From ocean waste to your next workout obsession! 🌊➡️💪 We're turning trash into treasure with our recycled activewear. Look good, feel amazing, and help us close the loop on fashion. #terrae #CircularFashion #EcoFriendly #WorkoutMotivation