Brand Tone

Conscious & Responsible, Transparent & Honest, Minimalist & Understated, Passionate & Committed, Approachable & Friendly

Brand Values

• •Sustainability
• •Ethical Production & Fairness
• •Quality & Longevity
• •Veganism
• •Transparency
• •Social Responsibility
• •Accessibility/Affordability

Best Practices

• •Prioritize Value Alignment: Always ensure copy reflects ThokkThokk's core values of sustainability, ethical production, veganism, and fairness. Let these principles guide the messaging.
• •Embrace Clarity and Simplicity: Use clear, concise language that is easy to understand. Avoid jargon or overly technical terms unless explained. The tone should be informative but not preachy.
• •Maintain Honesty and Transparency: Back up claims with facts (e.g., certifications like GOTS, Fairtrade). Be open about production processes and material sourcing. This builds trust and reinforces the brand's responsible image.
• •Focus on "Conscious" not just "Eco": While "eco-friendly" is important, broaden the message to "conscious consumption." This encompasses ethical treatment of workers, animal welfare (veganism), and thoughtful purchasing decisions, appealing to a wider range of customer motivations.
• •Use an Understated, Confident Voice: The tone should be confident in its mission and the quality of its products, but avoid aggressive sales tactics or hyperbolic claims. The style is more about calm assurance and inherent value than loud promotion. Reflect the minimalist aesthetic in the language.

Social Perception

Highly Reputable in Sustainable Fashion Circles, Trusted for Quality and Ethics, Appeals to Conscious Consumers, Seen as an Alternative to Fast Fashion, Positive Customer Experiences

Copy Examples

• •Headline: Wear Your Values. Ethically Made. Organically Sourced. Body: At ThokkThokk, we believe style shouldn't cost the Earth. Our minimalist essentials are crafted from GOTS-certified organic cotton and innovative sustainable materials, ensuring fairness from seed to seam. Because fashion feels better when it's made right.
• •Social Media Post: Simple. Sustainable. Sunday. Our [Product Name, e.g., organic cotton tee] is designed for comfort that lasts, made with respect for the planet and the people who craft it. Discover the difference of truly conscious clothing. #ThokkThokk #SlowFashion #EthicalStyle #OrganicBasics
• •Product Description Snippet (for a Kapok jacket): Beyond Down: Our [Jacket Name] features innovative Kapok insulation – a natural, biodegradable fiber that’s light, warm, and kind to the planet. Paired with recycled materials, it’s your ethical shield against the cold. Produced fairly, always vegan.
• •Email Subject: Transparency Looks Good On You | Inside Your ThokkThokk Garment Body Snippet: Ever wondered what goes into your favorite tee? We’re opening our doors (and our supply chain). Learn about the GOTS-certified organic cotton farm in India where your garment began its journey and the fair-wage factory where it was crafted. At ThokkThokk, honesty is woven into every fiber.
• •Brand Story Snippet: Born from a desire for change. ThokkThokk started in 2007 with a simple idea: fashion could be sophisticated, sustainable, and fairly priced. Today, we’re still committed to that vision, offering you a wardrobe that’s as kind to your skin as it is to the world. Join us in making fashion a force for good.