Mindfulness, taking a break, and the distillation process

It's been a full throttle series of months since we went live! We seem to have covered so much ground and yet we are still well within the first six months of our journey.

One thing which recently became clear: summarising our brand story to customers during our local music festival (see above) seemed to be becoming a bit of a tongue-twister. It also hit me that describing one sliding scale from utopia to dystopia can appear constraining, where I have no intent on being constrained. So it obviously followed that something needed to change here. 

After another week processing all the orders, we decided to take a complete day off and had a family outing to the beach. It was during this journey, reflecting on the brand journey and the paths it might follow, that it kind of filtered through and hit me what I needed to do. 

xTOPIA needs a smarter, shorter and catchier slogan (or call to action). Remembering that the -topia comes from Greek topos, or place, I realised that one word can simplify the complicated explanation of the spectrum, from utopia to dystopia. And that word is 'where'!

So today we reveal the new slogan to follow our brand identity, and it reads like this:

 xTOPIA: wear your where

Wherever you are, can be a physical or geographical location. And these real locations can reflect senses and emotions. But it can be more than that, it can be abstract, figurative, imagined. It can be on that scale from utopian to dystopian, just as it can be about the here and now. Finally, and of course, we've found an obvious homophone for good measure.

We're looking forward to seeing where this takes us!