REI Tone of Voice — Adventurous & Community
Tagline: "A Life Outdoors Is a Life Well Lived"
Industry: Outdoor Retail / Co-op
Sector: E-commerce
How REI Communicates
REI ties gear to a whole philosophy of living outdoors. "A Life Outdoors Is a Life Well Lived" frames the co-op around adventure, quality gear, and a genuine belief in the value of time in nature — adventurous, community-minded, sincere. The voice is outdoor-devoted and warm, selling not just equipment but a heartfelt case for getting outside and living fully.
Tone Words
REI's brand voice is defined by the following tone words: Adventurous, Community.
Communication Style
- Language Style: Outdoor-devoted
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
REI Brand Story
REI operates as a consumer co-op, putting members and the outdoors first. From OptOutside to environmental advocacy, REI proves business can serve a higher purpose.
Brand Message
Quality gear and expertise to fuel outdoor adventures
Brand Mission
Inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship
Brand Positioning
Core Concept: Outdoor Living
Central Tension: Indoor vs. Outdoor
About REI
Recreational Equipment, Inc., doing business as REI, is an American retail and outdoor recreation services corporation. It was formerly governed, and continues to brand itself, as a consumers' co-operative. REI sells camping gear, hiking, climbing, cycling, water, running, fitness, snow, travel equipment, and men, women and kids clothing. Unlike other outdoor sports stores, it does not sell hunting or fishing equipment. REI operates 181 retail stores in 41 states. It also receives orders via mail-order catalogs and the internet.
Frequently Asked Questions About REI
What is REI's tone of voice?
REI uses a adventurous, community tone of voice. Their communication is outdoor-devoted, typically using statement-style sentences in the present tense. Their tagline "A Life Outdoors Is a Life Well Lived" exemplifies this voice.
How does REI communicate with customers?
REI operates as a consumer co-op, putting members and the outdoors first. From OptOutside to environmental advocacy, REI proves business can serve a higher purpose.
What is REI's brand message?
REI's core message: Quality gear and expertise to fuel outdoor adventures Their mission: Inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship
What is REI's slogan?
REI's slogan is "A Life Outdoors Is a Life Well Lived". It carries their adventurous, community voice.
What is REI's mission?
REI's mission: Inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship
What makes REI's brand voice unique?
REI stands out through their adventurous, community communication style. Their central brand tension, "Indoor vs. Outdoor", shapes how they communicate across the E-commerce sector.
What language style does REI use?
REI uses outdoor-devoted language, with imaginative messaging, in statement-style sentences, using the present tense.
More E-commerce brand voices
- Gap tone of voice
- The RealReal tone of voice
- Gopuff tone of voice
- Grove Collaborative tone of voice
- Stitch Fix tone of voice
- Revolve tone of voice
- ASOS tone of voice
- Zappos tone of voice
- Shipt tone of voice
- FreshDirect tone of voice
- Peapod tone of voice
- Postmates tone of voice
- Caviar tone of voice
- Uber Eats tone of voice
- Zomato tone of voice
- Swiggy tone of voice
- Grab tone of voice
- Gojek tone of voice
- Rappi tone of voice
- Cornershop tone of voice
- Misfits Market tone of voice
- Whop tone of voice
- Fourthwall tone of voice
- Zepto tone of voice