Brand Tone

conscious, down-to-earth, and story-driven

Brand Values

• •Sustainability
• •Ethical Production
• •Transparency
• •Impact & Purpose
• •Quality & Affordability (within the sustainable context)
• •Inclusivity

Best Practices

• •Lead with Values: Ensure that sustainability, ethical production, and purpose are woven into the narrative, not just tacked on as keywords. Let these values inform the "why" behind every piece of communication.
• •Tell Authentic Stories: Continue to share the "tales" – of the materials, the makers, the brand's journey, and the positive impact. Authenticity builds trust and resonates more deeply than generic marketing.
• •Use Clear, Approachable Language: Avoid overly technical jargon. The tone is down-to-earth and inclusive; the language should reflect that, making sustainability feel accessible, not intimidating.
• •Maintain a Thread of Optimism and Empowerment: While acknowledging the problems in the fashion industry, focus on the positive solutions and how customers can be part of that change. Empower them to make conscious choices.
• •Be Consistent Across All Channels: Whether it's a product description, a social media update, an email, or a blog post, the core tone and messaging should remain consistent, reinforcing the brand's identity and values at every touchpoint.

Social Perception

Generally perceived positively by customers and the public who are aware of the brand; appreciated for sustainability efforts, seen as a solution-oriented brand, trustworthy & ethical.

Copy Examples

• •Woven with Purpose, Worn with Joy. Discover our latest organic cotton stories – kind to your skin, kinder to our planet.
• •Meet the 'Happy Hands' behind your favorite shirt! [Link to blog/video] We believe fashion feels better when it's made fairly. That's why we partner with artisans who share our commitment to a better world, one stitch at a time. #EthicalFashion #SustainableStyle #TheDriftwoodTales
• •More Than Just a Garment, It's a New Beginning. Crafted from [specific recycled material], this piece carries a tale of renewal. Wear it as a statement of style and a commitment to a circular future. #ReduceReuseRecycle #SustainableFashion
• •Our latest tale? It's about making a difference (and looking good doing it).
• •We got tired of the fashion industry's fast pace and fleeting trends. So, we decided to write a different story – The Driftwood Tales. A story where style meets substance, where every garment is a chapter in our journey towards a more sustainable and ethical world. Join us in wearing the change.