Brand Tone

purpose-driven, hopeful, and adventurous. It also conveys passion, integrity, and resilience. The language used is generally uplifting and inspiring, aiming to unite people around their cause. While focused on a serious mission, there's an underlying sense of optimism and energy.

Brand Values

• •Conservation
• •Community Empowerment
• •Doing Good Through Business ("to do well by doing good")
• •Quality and Durability
• •Integrity and Honesty
• •Strength, Love, and Loyalty
• •Adventure and Curiosity
• •Inclusivity

Best Practices

• •Lead with Purpose: Always connect the product or message back to the core mission of gorilla conservation and community empowerment. Make the "why" clear.
• •Emphasize "The Troop": Use inclusive language that invites customers to be part of a collective effort and a hopeful journey.
• •Weave in Core Values: Subtly and overtly reference values like strength, love, loyalty, adventure, and integrity in storytelling and product descriptions.
• •Maintain an Uplifting and Energetic Voice: Even when discussing serious challenges, frame the narrative around hope, positive action, and the impact of collective effort.
• •Show, Don't Just Tell: Use storytelling from their adventures, film projects, and community work to illustrate the brand's values and impact in a tangible way. Highlight the "sheer grit, strength of spirit and everlasting energy" mentioned in their ethos.

Social Perception

Ethical and Purpose-Led, Premium and High-Quality, More Than Just a Fashion Brand, Inspiring and Hopeful

Copy Examples

• •Wear the change. Our latest collection doesn't just look good, it does good. Every purchase helps protect endangered mountain gorillas and empowers the communities that share their home. Join the troop.
• •Adventure with purpose. Conquer new heights, explore breathtaking landscapes, and fuel vital conservation efforts. Our next challenge awaits – are you ready to make an impact?
• •More than a brand, it's a promise. A promise of strength, love, and loyalty to our planet and its incredible creatures. Discover the story behind every stitch.
• •From the heart of the wild to your wardrobe. Crafted with premium, sustainable materials, our apparel is built for your adventures and designed to protect theirs. Explore the collection.
• •See the impact. Feel the hope. Our films take you to the frontlines of conservation, showcasing the resilience of wildlife and the communities dedicated to their survival. Watch now and be inspired.