Brand Tone

Passionate, Creative, and Personable.

Brand Values

• •Sustainability
• •Resourcefulness & Innovation
• •Transparency
• •Community & Collaboration
• •Handmade Quality

Best Practices

• •Lead with the "Why": Always connect the product back to the mission. Start with the story of sustainability, waste reduction, and transformation before diving into product features. This reinforces the core brand value with every message.
• •Use Personable & Passionate Language: Write as if you are talking to a friend who shares your passion. Use "we" and "you," ask questions, and don't be afraid to show excitement ("Blimey!", "Hello x"). This maintains the authentic, founder-led voice of the brand.
• •Celebrate the Material's Past: Emphasize the unique origin of each product. Use descriptive words like "salvaged," "rescued," and "repurposed." Mentioning that a bag was once a "bouncy castle" or a "lilo" makes the product tangible and tells a compelling story.
• •Be Transparent and Educational: Don't shy away from explaining the process. Talk about why PVC is hard to recycle, how the amnesty program works, and the challenges you face. This positions the brand as a knowledgeable and trustworthy leader in the sustainability space.
• •Balance Urgency with Purpose: When promoting product drops, create excitement around their limited nature (since they are handmade from available materials) rather shrewd a generic sales message. Frame it as a chance to own a unique piece of the story, e.g., "Get a piece of this bouncy castle before it's gone forever!"

Social Perception

Innovative and Eco-Conscious: They are widely seen as pioneers in upcycling a difficult-to-recycle material. News articles and customer reviews consistently praise their positive environmental impact. Authentic and Trustworthy: The personal involvement of the founder and the transparency of their operations create a strong sense of trust. Customers believe in the mission and feel good about their purchases. Retail partners highlight the brand's credentials as a family-run, living wage employer that takes full responsibility for its products' lifecycle. Stylish and Unique: Far from being just an eco-product, the bags and accessories are seen as highly desirable, stylish, and well-made. The fact that each piece is one-of-a-kind is a significant selling point.

Copy Examples

• •From Broken Lilo to Beachside Hero. This wasn't always a backpack. Last summer, it was a unicorn inflatable, a paddling pool, and a beach ball—all saved from a landfill fate by our amazing #InflatableAmnesty community. Now, it's a 100% unique, waterproof, and adventure-ready roll-top, handmade with love on the Isle of Wight. Ready to carry a story? Tap to shop the latest drop.
• •Your new bag is rubbish. (And that’s a good thing). We take broken, discarded, and unloved beach inflatables and turn them into vibrant, durable, and one-of-a-kind bags. Every purchase saves plastic from our oceans and landfills. Join the circular economy and wear the change. Shop The Collection
• •WE TURN WASTE INTO WONDER. Salvaged from beaches and backyards, our colourful bags and accessories are handmade in Britain from 100% rescued materials.
• •Psst... The new collection (made from a bouncy castle!) just dropped.
• •It came to us like this... So we gave it a good scrub... A little snip... And a quick sew... Now it's this. #Upcycling #SustainableFashion #WeAreIA #Handmade