Adventure Awaits — 2025 Brand Positioning Story
This campaign for a flip flop brand and tells the story for the entire 2025 flip flop season (March-August). I wrote the brand positioning and make sure we’re telling the story throughout all of our assets.
My contributions: positioning story copy, brand cohesion
Umbrella theme — Adventure Awaits
Tone: Aspirational, inspirational, up-for-anything
Core Message: Life is full of opportunities for adventure—big or small, near or far. Whether you’re exploring a new destination or your own backyard, Hari Mari is with you every step of the way.
Headlines:
Step into the unknown, together
Where will your feet take you?
Adventure awaits, Hari Mari follows
Every step is a new story
Explore freely, adventure endlessly
April/May — (There’s Always) More to Explore
Tone: Boundless, inspiring, adventurous
Core Message: There’s always more to see, more to experience, more to explore. Whether you’re chasing horizons or savoring simple moments, Hari Mari pairs your adventures with the comfort and curiosity to go further. So step out, wander freely, and make every journey one worth remembering.
Headlines:
Horizons are meant to be chased
Explore, discover, repeat
Where curiosity meets comfort
Further, together
Endless exploration, endless adventure
June/July — Adventure is Yours
Tone: Empowering, confident, aspirational
Core Message: Life is one big, open adventure, ready for you to claim. Whether you’re setting out for new horizons or finding new ways to experience the familiar, Hari Mari equips you to move through life with confidence, comfort, and curiosity.
Headlines:
Claim your adventure
Life is an open trail
Own every step
Adventure, on your terms
Unleash your journey
August/September — Every Day is a Destination
Tone: Motivational, adventurous, enriching
Core Message: Why wait for someday when every day offers a chance to explore? Treat each step, each moment, and each place like it matters. Discover, explore, and create memories everywhere you go, and let Hari Mari turn the everyday into something extraordinary.