Brand Tone

Adventurous, authentic, and community-focused. The language is encouraging, relatable, and slightly rebellious, like a trusted friend. It uses casual, friendly language, avoiding corporate jargon for genuine connection.

Brand Values

• •Adventure & Exploration
• •Authenticity & Self-Expression
• •Community
• •Creativity & Design
• •Small Business & Local Support

Best Practices

• •Embrace the "We": Use inclusive, community-focused language. Phrases like "we're here to outfit you," "bringing rad people together," and "join the club" foster a sense of belonging.
• •Speak the Language of Adventure: Incorporate words that evoke exploration, nature, and action. Use terms like "trails," "mountains," "wander," "explore," and "journey" to reinforce the brand's core identity.
• •Keep it Real and Relatable: The tone should remain grounded and authentic. Avoid overly polished corporate speak. Share stories and use phrases that sound like they're coming from a real person who loves the outdoors.
• •Define Your Terms: Continue to weave core concepts like "Wayward" and "Wild" and their rebellious, untamed spirit into product names and descriptions.
• •Encourage Action (Beyond a Purchase): Frame calls-to-action around the lifestyle. Instead of just "Shop Now," use phrases like "Find Your Trail," "Gear Up for Adventure," or "Join the Journey."

Social Perception

Wayward & Wild is perceived as a high-quality, authentic small business deeply connected to the outdoors. Customers identify as 'adventurous souls,' appreciating unique designs and cozy apparel. The brand is seen as representing a lifestyle centered on adventure and being a 'good human,' fostering a loyal customer base due to excellent customer experiences.

Copy Examples

• •It’s not about the speed, it’s about the view from the top. Welcome to the club where every trail is a victory and being a little out of breath is a badge of honor. Who’s climbing with us this weekend? #WaywardAndWild #OutOfBreathHikingClub #PNWLife
• •For the pathfinders, the trailblazers, and the proudly wayward. This is apparel for your next adventure. Made for the wild, by the wild.
• •Cozy, durable, and designed for those who aren't afraid to wander. Our 'Path Less Traveled' hoodie is made from an ultra-soft cotton blend, perfect for crisp mountain mornings or relaxing by the campfire. It’s more than a hoodie—it’s a statement. Choose your own trail. #BeWayward
• •Life's too short for boring clothes. Find a design that speaks to your adventurous soul. From misty mountains to sunny trails, our hand-printed tees are ready for anything. Shop the collection and find your wild.
• •Get Lost (in a good way) | New Arrivals Inside