The Coral Thread

A mission-driven fashion brand creating ocean-inspired clothing and accessories, with a portion of profits funding coral reef restoration.

The Challenge: While The Coral Thread had a compelling mission and visually appealing products, their messaging lacked emotional depth. Shoppers appreciated the designs but weren’t connecting the purchase with the purpose. As a result, sales were inconsistent and their community engagement stalled after launch.

The Solution: Blue Carbon Creative helped deepen the brand narrative and bridge the gap between fashion and conservation. We developed messaging that told the story behind each collection—such as patterns inspired by coral bleaching events and threads colored with natural, reef-safe dyes—and built that into product pages, email marketing, and Instagram captions.

The Results: Following the campaign launch, The Coral Thread saw a 31% increase in online sales and a 19% increase in repeat purchases. Instagram engagement rose by 42%, particularly on posts that linked fashion to coral science. Today, The Coral Thread continues to grow with mission-focused content at the core of every campaign.