Brand Tone

Purposeful, ethical, sustainable, Canadian, and subtly humorous.

Brand Values

• •Sustainability
• •Ethical Production
• •Canadian Identity & Support
• •Quality
• •Interconnectedness/Community
• •Courage
• •Wisdom
• •Resilience

Best Practices

• •Always Circle Back to Core Values: Ensure that messaging, even for promotions, subtly reinforces sustainability, Canadian heritage, or ethical production.
• •Embrace Storytelling: Use the symbolism of the Rowan Tree and the brand's family/community origins to create a narrative that connects with customers on an emotional level.
• •Balance Passion with Playfulness: Maintain a sincere and passionate tone regarding your mission, but don't be afraid to inject personality and humor where appropriate (like the "Beaver" collection) to remain approachable and engaging.
• •Be Transparent and Authentic: Clearly communicate your eco-friendly practices and Canadian sourcing.
• •Highlight how their purchase makes a difference.

Social Perception

Positive, viewed as a brand with quality products, quick service, sustainability, and ethical practices.

Copy Examples

• •Website descriptor: Sustainability Meets Style.
• •Social Media Hashtags: #WearYourValues #SustainableStyleCA #RowanTreeClothing #CanadianMade #EcoFashion #OurBeaver #FashionWithPurpose
• •Product Description Snippet (Storytelling & Quality): "Inspired by the resilience of the Rowan Tree, known in Celtic lore as the Tree of Life, this hoodie is built to last.
• •Website detail: Based in Vernon, B.C., we offer eco-friendly apparel made with respect for people and planet.
• •Social Media Hashtags: #SustainableFashion #EcoFriendlyClothing #ShopEthical #MadeInCanada