Brand Tone

Inspiring & Empowering, Conscious & Responsible, Authentic & Sincere, Passionate & Zestful, Community-Oriented

Brand Values

• •Humanity: Explicitly stated as "Humanity is our Culture," encompassing "People First," "Planet Matters," and "Seize Life."
• •Ethical Production & Fair Labor: Commitment to fair wages and good working conditions for their artisans in Porto.
• •Sustainability & Environmental Responsibility: Using eco-friendly and recycled materials, local sourcing (within a 70km radius in Porto) to reduce carbon footprint, and offering a recycling program. They have conducted a life cycle analysis for their sneakers.
• •Transparency: Openness about their production processes, sourcing, and even pricing structure.
• •Quality & Durability: Creating "long-lasting and timeless products."
• •Authenticity & Individuality: Encouraging people to express themselves and live authentically.
• •Localism: Proudly "Made in Portugal," with local sourcing and production.

Best Practices

• •Embody "Walk Your Way": Ensure all copy, from product descriptions to social media captions, empowers and inspires individual expression and conscious choices.
• •Lead with Transparency: Clearly communicate the ethical sourcing, production processes, and material choices in a straightforward and honest manner. Avoid jargon where possible, or explain it clearly.
• •Highlight "Humanity is our Culture": Consistently weave in the core values of "People First, Planet Matters, Seize Life" into storytelling and product messaging.
• •Maintain a Passionate & Positive Voice: Reflect the "zest for life" in your language. Use uplifting and engaging words that resonate with a conscious and adventurous spirit.
• •Foster Community & Connection: Use inclusive language. Share stories (customer or artisan) that emphasize the human element and the positive impact of choosing Wayz. Encourage interaction and dialogue.

Social Perception

Positive, Respected for Ethics, Trustworthy, Seen as High Quality

Copy Examples

• •Instagram Post: Step into your purpose. Our ethically crafted sneakers aren't just made to last, they're made to journey with you. ✨ #WayzForLife #WalkYourWay #EthicalFashion #SustainableStyle #MadeInPortugal
• •Facebook Ad Headline: Tired of fast fashion? Choose sneakers that care for people and the planet. Discover Wayz - Crafted with passion in Portugal. [Shop Now]
• •Website Banner: WAYZ: Sneakers with a Humanistic Footprint. People First. Planet Matters. Seize Life.
• •Email Subject Line: Ready to Walk Your Way? Meet Your New Favorite Ethical Sneakers.
• •Product Description Snippet: More than just a sneaker, it's a commitment. To quality, to sustainability, and to the zest for life. Crafted from [eco-friendly material] and designed for your unique journey. #Wayz #ConsciousConsumer