A story of the words behind a sustainability programme
Seela Studio creates its fitnesswear from castor bean fibre, rather than synthetics. Beyond this, however, it also invests in other causes and the restoration of the planet through each purchase of its clothing. Have a look at how I developed copy to evidence this and integrate its efforts into every aspect of its new online store.
Client
Seela Studio
Challenge
Craft copy for a sustainability programme for an e-commerce fitnesswear brand
Project Type
Seela
Methodologies & Approaches
Green compliance; Integrated sustainability and product strategy
Once upon a brand
We had developed the voice. The website was taking shape. Now, Seela needed to showcase its sustainability strategy — an element core to what makes Seela different. It needed to do so with authenticity and in a way that shows that it is integral to every decision, from its overall strategy all the way to the way each piece of cloth is dyed.
“"I would just like you to know, Finola, that I'm very grateful for your work thus far. It is a true pleasure working with Finola. What she has delivered has a big impact on the future of our brand, and I can’t wait to see where this journey will take us in the coming years.”
Ida Skarp, CEO and Founder, Seela
We embarked on a journey
The story became threefold, based on the three investment areas of its sustainability strategy in energy, water, and forest restoration. Each of its product colourways (forest green, deep red, and blue) were used to symbolise each of these areas of focus, and complementary copy crafted to express and make this connection clear. This enabled the customer could choose to invest directly into causes that matter to them, and fostered a more cohesive voice.
And in the end, we found ourselves somewhere better
This wasn’t the type of sustainability story that would sit in the footer of a website. It needed to be infused it into everything, from product copy to emails. The brand now has cohesive copy and research-informed content to evidence the importance of the change they are seeking to make in the industry. Explore some more snapshots of the copy in detail below.
