Brand Tone

Inspiring, Conscious, Functional, Friendly, Approachable, Informative, Helpful, Relatable

Brand Values

• •Sustainability
• •Ethical Production
• •Functionality & Versatility
• •Inclusivity
• •Transparency
• •Travel Inspiration

Best Practices

• •Lead with Purpose, Follow with Product: Always connect product features back to the core values of sustainability, ethical production, and empowering travel. Don't just sell a dress; sell the story of a dress made from recycled bottles that will make travel easier and more conscious.
• •Be Transparent and Authentic: Use clear, honest language when discussing sustainability and ethical practices. Avoid jargon where possible, and if technical terms (like Bluesign®) are used, briefly explain their significance. Acknowledge the journey towards greater sustainability.
• •Focus on the "Why" for the Traveler: Highlight how Wayre solves traveler-specific problems (e.g., "Tired of bulky clothes? Ours pack tiny." or "Worried about spills on the go? Our fabric is ready for anything.").
• •Maintain an Inspiring and Upbeat Voice: Even when discussing serious topics like environmental impact, keep the tone hopeful and empowering. Focus on positive change and how consumers can be part of the solution by choosing Wayre.
• •Incorporate Inclusive Language and Imagery: Ensure copy and accompanying visuals reflect the diversity of travelers and body types, reinforcing the "every body" value. Use gender-neutral language where appropriate unless specifically targeting a segment.

Social Perception

Positive for Sustainability, Valued for Travel Functionality, Seen as High Quality, Innovative, Trustworthy (but with some scrutiny), Price Point Consideration

Copy Examples

• •Headline: Explore More, Pack Less, Impact Gently. Body: Your adventures shouldn't weigh down your spirit or the planet. Wayre’s sustainable travelwear is designed to be as light on your luggage as it is on the Earth. Ready for your next journey? #TravelWayre #SustainableStyle
• •Headline: Wear the World Better. Body: From bustling city streets to serene landscapes, our ethically-made apparel is crafted for every experience. Made with recycled materials and a passion for conscious travel, so you can look good, feel good, and do good. Discover pieces with pockets in all the right places. #EthicalFashion #WayreAdventures
• •Headline: The Only Outfit You'll Want to Unpack. (And wear, and re-wear.) Body: Spills? Wrinkles? Overpacking? Not on our watch. Wayre’s travel-ready clothing is designed for real-life adventures – durable, comfortable, and effortlessly stylish. Plus, they’re made from stuff that used to be plastic bottles. Pretty cool, right? #SmartTravel #CircularFashion
• •Headline: Your Passport to Stress-Free Packing. Body: Imagine a wardrobe that fits your carry-on AND your values. Our versatile pieces are made for mixing, matching, and making memories, all while supporting fair labor and a healthier planet. Where will Wayre take you? #ConsciousTraveler #MinimalistWardrobe
• •Headline: Secret Pockets. Not-So-Secret Sustainability. Body: We believe in clothing that works hard for you and for the Earth. Discover smart designs with hidden functionality, crafted from innovative recycled fabrics. Travel confidently, knowing you’re making a difference. #TravelFurtherWithLess #EcoFriendlyFashion