Brand Tone

Adventurous, Passionate, and Eco-Conscious.

Brand Values

• •Sustainability & Responsibility
• •Originality & Design
• •Functionality & Quality
• •Community & Connection
• •Customer-Centricity

Best Practices

• •Lead with Lifestyle, Support with Features: Start with the "why"u2014the adventure, the freedom, the experience. Then, explain "how" the product's features (quick-dry, lightweight, eco-friendly) make that lifestyle possible.
• •Use Energetic and Active Verbs: Employ words like "explore," "discover," "journey," "hike," "swim," and "wander." This language aligns with the active lifestyle of the target audience.
• •Always Weave in Sustainability: Whether it's a hashtag, a sentence in a product description, or an icon on the website, the eco-friendly aspect should be a consistent thread in all communications. It's a core value and a key differentiator.
• •Emphasize Visual Storytelling: The copy should always complement the vibrant visuals. Ask questions that encourage users to share their own photos and stories, reinforcing the community value. For example, "Show us your #ToweeTowel in the wild!"
• •Maintain a Personal and Approachable Voice: Write as if you are a fellow adventurer sharing a great discovery. Use a friendly tone, reference the founder's story, and speak directly to the customer's passions and pain points.

Social Perception

The public and customers perceive Towee as a vibrant, modern, and trustworthy lifestyle brand. It is seen as more than just a towel company; it's an enabler of adventure. The unique designs are a key differentiator in the market, preventing the product from being seen as a mere commodity. The association with various sports and events lends it credibility and authenticity. The eco-friendly angle resonates strongly with its target demographic of millennial and Gen Z travelers and outdoor enthusiasts who prioritize sustainable consumption.

Copy Examples

• •Peak performance meets vibrant design. Our quick-dry towels are made for moments like theseu2014light on your back, soft on your skin, and easy on the planet. Where is your Towee taking you this weekend? #ToweeTowel #AdventureReady #SustainableTravel
• •New Drops! Adventure-Ready Designs Made from Recycled Materials.
• •Pack Lighter. Live Brighter. The quick-drying, eco-friendly towel for every journey. Shop Now.
• •Stop Packing That Bulky, Wet Towel. Your adventure shouldn't be weighed down. The Towee towel is ultra-absorbent, dries 3x faster than cotton, and is made from recycled materials. It's the last travel towel you'll ever need. Get yours with a free compact travel bag today!
• •Your personal changing room, post-surf warmer, and style statement, all in one. Our surf poncho offers the privacy you need and the comfort you deserve after a session on the water. Crafted with original art and sustainable fabrics, itu2019s functional gear you can feel good about.