Brand Tone

adventurous, eco-conscious, ethical, quality-focused, direct, passionate (UK/International), simple, direct, value-oriented, proudly local (India), personal, and transparent.

Brand Values

• •Sustainability
• •Quality & Durability
• •Comfort
• •Ethical Production
• •Adventure & Active Lifestyle
• •Accessibility (Premium Basics for the Indian Market)

Best Practices

• •Prioritize Transparency in Sustainability: Be specific about eco-friendly aspects (e.g., 'made from 8 recycled plastic bottles,' 'crafted from soft, sustainable bamboo').
• •Speak to the Adventurer (Even the Everyday One): Connect product benefits to the user's activities and aspirations, whether it's a major expedition or a comfortable, active day-to-day life.
• •Maintain a Quality-First, Value-Driven Voice: Highlight premium materials and thoughtful design (like flat-stitched seams, label-free comfort).
• •Use direct and simple language to appeal to value-oriented customers, particularly for the Indian market.
• •Emphasize the brand's commitment to ethical production and responsible sourcing in all communications.

Social Perception

A brand that is perceived as adventurous, eco-friendly, ethical, high-quality, and accessible, appealing to both international and Indian markets, with a focus on sustainability and comfort.

Copy Examples

• •If you're going to be a bear, be a Grizzly.
• •Premium Basics designed for your everyday adventures. (India)
• •Our bamboo boxer shorts: premium quality, super soft, and keep you supported all day.
• •Zero Waste T-Shirts: Making sustainable choices easy.
• •Crafted from soft, sustainable bamboo for ultimate comfort and performance.