What is Tiidye?
Tiidye is a new brand born in the heart and mind of designer Kevin Carlile.
Tiidye speaks to something ancient within us – those core passions that have moved humanity since we first gathered around fires to make music under star-filled skies.
Our brand touches that part of you that feels most alive when walking through forests or hearing the perfect melody.
We understand the magnetic pull of nature – how a mountain vista can leave you breathless, how the sound of waves can settle your soul.
This deep connection to Earth's wild spaces shapes everything we create, from our color choices to our sustainable practices.
We also know how music lives in your bones – how a single note can transport you, how rhythm can change your heartbeat.
Whether you're performing on stage or losing yourself in a festival crowd, we craft gear that honors music's primal power.
Some say you can't bottle magic, but at Tiidye, we've captured something close: the essence of what makes us feel most human.
In subtle ways, our products remind you of these timeless connections – to the earth beneath your feet and the songs that move your spirit.
1. Brand Mission & Values
Brand Mission:
Tiidye exists to inspire a harmonious connection between humanity, nature, and music. Through our products, we aim to celebrate the freedom of outdoor adventure, the rhythm of the natural world, and the unifying power of music. We provide sustainable, eco-friendly goods that empower individuals to explore the outdoors while staying refreshed and inspired.
Core Values:
Harmony: We believe in balancing nature, art, and the human spirit.
Sustainability: We are committed to eco-friendly practices and responsible sourcing.
Creativity: We celebrate music, art, and self-expression in every product.
Adventure: We inspire our audience to live an active lifestyle and explore the beauty of the outdoors.
Connection: Through music and nature, we bring people together and foster meaningful experiences.
2. Target Audience
Demographics:
Age: 18-70 years old
Gender: Primarily unisex, with a slight skew toward women (55% female, 45% male)
Income: Middle to upper-middle class ($40,000 - $120,000)
Location: Urban and suburban areas with access to outdoor spaces
Occupation: Creative professionals, remote workers, young professionals, musicians, outdoor enthusiasts
Psychographics:
Lifestyle: Active, health-conscious, passionate about the outdoors, environmentally aware, creative
Values: Sustainability, individuality, community, mindfulness, and adventure
Interests: Outdoor sports (hiking, surfing, camping), live music festivals, eco-tourism, sustainability activism, wellness
Buying Motivation: Looking for eco-friendly, unique products that reflect their love for nature and creativity; value brands with purpose and authenticity
Preferences:
Drinks: Health-conscious (non-alcoholic beverages), sparkling water, kombucha
Gear: High-quality, durable outdoor gear that merges function with style
Music: Indie, alternative, folk, world music, festival culture
3. Brand Positioning Statement
"Tiidye is the spark of nature’s energy, harmonizing the freedom of outdoor adventure with the universal language of music. Through sustainable products like sparkling water and eco-conscious outdoor gear, Tiidye empowers individuals to embrace their creativity, care for the planet, and connect with the rhythm of the wild."
This positioning statement differentiates Tiidye by emphasizing the intersection of nature, music, and sustainability. It speaks directly to environmentally conscious, creative outdoor enthusiasts looking for brands that align with their lifestyle and values.
4. Marketing Strategy
Online Channels:
Website:
A visually immersive, user-friendly website that highlights Tiidye’s products and philosophy. The site should have strong storytelling elements with a focus on nature and music, featuring product information, an eco-impact page, and a blog/vlog for adventure stories and music culture content.Social Media:
Platforms: Instagram, TikTok, YouTube, and SpotifyInstagram: Share stunning visuals of outdoor adventures, musical performances in nature, eco-tips, and Tiidye's product benefits. Leverage user-generated content.
TikTok: Short clips of live music by lakes, mountain streams, or at sunset, alongside adventure vlogs, eco-living hacks, and product showcases.
YouTube: Produce documentary-style videos of outdoor excursions paired with live acoustic sets, showing the symbiosis of nature and music. Series could feature "Musicians in the Wild" where artists play intimate sets in scenic locations.
Spotify: Curate outdoor adventure playlists and collaborate with indie artists for nature-themed musical experiences. Create Tiidye’s own branded playlist that users can take on their outdoor adventures.
Email Marketing:
Send regular newsletters highlighting new product releases, eco-conscious living tips, playlists, and stories from outdoor enthusiasts.
Offline Channels:
Events:
Tiidye-sponsored music festivals in outdoor settings (e.g., mountains, beaches, forests) with a focus on eco-conscious living. Set up pop-up booths at outdoor gear expos, sustainability fairs, or adventure sports competitions to create brand presence.Retail:
Pop-up shops in eco-conscious communities, music festivals, and at outdoor events like camping expos, beach cleanups, or Earth Day festivals. Consider partnerships with eco-focused retailers or music venues that share Tiidye’s values.
5. Collaborations & Partnerships
Influencers & Ambassadors:
Outdoor Adventure Influencers: Collaborate with influencers who focus on eco-travel, adventure sports, or camping gear reviews.
Music Artists: Partner with indie musicians or festival headliners who align with Tiidye’s brand—particularly those with a connection to nature and sustainability (e.g., acoustic or folk musicians).
Sustainability Advocates: Work with environmental influencers who promote zero-waste living, sustainable fashion, or outdoor cleanups.
Organizations & Partnerships:
National Parks or Environmental Organizations: Collaborate with national parks or organizations like the Sierra Club or 1% for the Planet to promote nature conservation and sustainable outdoor activities.
Music Festivals: Align with festivals that promote eco-conscious initiatives (e.g., Bonnaroo's sustainability efforts) and offer branded, eco-friendly water bottles, tents, or hydration stations.
Outdoor Gear Companies: Develop co-branded products with other sustainability-focused outdoor gear brands that resonate with Tiidye’s values.
Implementation Timeline
Phase 1 (0-3 months):
Finalize branding elements (logo, website, packaging).
Build social media presence and begin storytelling.
Partner with influencers for soft product launches.
Phase 2 (3-6 months):
Launch website and begin direct-to-consumer sales.
Sponsor events and engage in local pop-up activities.
Expand influencer partnerships and release Spotify playlists.
Phase 3 (6-12 months):
Begin planning for larger-scale collaborations (festivals, retail partnerships).
Sponsor a nature and music festival and introduce exclusive limited-edition product lines.
Start developing a community-driven initiative such as tree-planting or beach cleanups.
This roadmap, grounded in values of nature, music, and sustainability, will position Tiidye as a meaningful, purpose-driven brand that resonates with its audience on an emotional level while delivering high-quality products for outdoor adventures.
No doubt, you've notice this lil' guy wandering around Tiidye.com. Meet Tiidye! He's the brand's Chameleon mascot (for obvious reasons). He appears in different forms on a variety of products and designs. But, he'll always represent our passion and love of all things MUSIC and all things NATURE! We hope you grow to love him as much as we do!