Brand Tone

Passionate & Purpose-Driven, Educational & Informative, Authentic & Grounded, Community-Oriented & Inclusive, Hopeful & Empowering

Brand Values

• •Sustainability
• •Soil Health
• •Circular Economy
• •Community & Food Autonomy
• •Workplace Democracy & Equity
• •Quality

Best Practices

• •Always connect product benefits back to the larger mission of sustainability, food waste reduction, and community.
• •Share knowledge about soil health, composting, and organic gardening to build trust and provide value beyond the product itself.
• •Avoid overly corporate or technical jargon. Speak in a way that is relatable, honest, and reflects the natural, living quality of the soil.
• •Use inclusive language ("growers like you," "join us"). Highlight the worker-owned aspect to emphasize shared values and commitment.
• •Use visuals (customer testimonials, thriving plants, the composting process) to demonstrate the quality of the soil and the impact of the mission. Highlighting the "living" aspect of the soil through descriptive language.

Social Perception

Tilth Soil is perceived as a provider of high-quality, effective soil products that genuinely improve plant health and yield. Customers view the brand as environmentally responsible and appreciate its mission-driven approach to diverting food waste. There's a strong association with Rust Belt Riders, reinforcing the credibility of their composting and waste diversion efforts. The brand is seen as knowledgeable and trustworthy in the realm of organic gardening and soil science. The name "Tilth" itself benefits from the general positive meaning of "good soil condition for plant growth," aligning well with their product focus.

Copy Examples

• •From Food Scraps to Super Soil. We're Tilth Soil, a worker-owned co-op turning yesterday's food waste into tomorrow's thriving gardens. Feed your plants, not landfills. Discover the power of living soil.
• •🌱 Give your plants the living boost they deserve! Our organic, compost-based soils are teeming with the microbial life your greens need to flourish. Happy roots, happy plants, happy planet! #TilthSoil #LivingSoil #OrganicGardening
• •Bring the magic of living soil indoors! Tilth Soil House Plant Mix is perfectly blended for vibrant foliage and strong roots, all while being kind to the Earth. Made from diverted food waste because your houseplants deserve the best, and so does our planet.
• •Ready to See Your Garden Truly Thrive? At Tilth Soil, we believe healthy soil is the heart of a healthy garden. Our expertly crafted, organic living soils are made to nourish your plants from the ground up. Join us in building a greener world, one handful of rich Tilth Soil at a time.
• •Tilth Soil: Real. Living. Results. Transform your garden with the power of recycled food waste.