Brand Tone

Professional, sophisticated, aspirational, compassionate, and community-oriented.

Brand Values

• •Quality and Craftsmanship
• •Functionality and Style
• •Community and Support
• •Integrity and Compassion

Best Practices

• •Emphasize Quality and Origin: Always highlight the "Danish design" and use of high-quality materials in product descriptions.
• •Maintain a Sophisticated Vocabulary: Use words that evoke a sense of luxury, performance, and elegance.
• •Showcase Functionality: Clearly articulate how the design and materials of the products benefit both the horse and the rider.
• •Engage with the Community: Use social media to not only promote products but also to celebrate the equestrian lifestyle and support riders.
• •Be Aspirational but Approachable: While the brand has a high-end feel, the tone should remain encouraging and inspiring to riders at all levels.

Social Perception

Largely positive, seen as a provider of high-quality equestrian gear. Their anti-bullying campaign garnered widespread approval, enhancing their reputation and fostering goodwill within the equestrian community, indicating trust and establishment in the market.

Copy Examples

• •Experience the pinnacle of Danish design. Our new collection of anatomical bridles, crafted from the finest European leather, offers unparalleled comfort and uncompromising quality for your horse.
• •Elegance in every stitch. Stay warm without sacrificing style in our new season knitwear, designed for the discerning rider.
• •Driven by passion, supported by quality. We are proud to stand with the athletes who embody the spirit of equestrian excellence.
• •More than just equipment, we are part of the journey. We are dedicated to fostering a supportive and inclusive equestrian community for all.
• •The pursuit of perfection, now within reach. Discover exceptional quality and timeless design in our exclusive sale.