Brand Tone

Authentic, Passionate, and Nostalgic. It speaks with the voice of a craftsman and a fellow outdoorsman, direct, heartfelt, and grounded in a deep appreciation for history and the outdoors. Communication is personal and story-driven.

Brand Values

• •Heritage & Authenticity
• •Craftsmanship & Quality
• •Passion for the Outdoors
• •Entrepreneurial Spirit
• •Community

Best Practices

• •Lead with the Story: Always circle back to the 'why.' Whether in an ad, a social post, or a product description, weave in the brand's origin story, the passion for history, and the connection to the outdoor lifestyle.
• •Use Authentic, Grounded Language: Avoid corporate jargon. Speak like a craftsman and an outdoorsman. Use words like 'handcrafted,' 'authentic,' 'heritage,' 'legacy,' and 'built to last.'
• •Showcase the Customer: Continue to make user-generated content the hero of your social media. This reinforces the community value and provides powerful, authentic social proof that resonates more than any branded ad.
• •Emphasize 'Handmade in the USA': This is a core value and a significant differentiator. Highlight the materials (oak, cedar, steel) and the handcrafted process in your copy to underscore quality and authenticity.
• •Maintain a Nostalgic & Respectful Tone: The brand honors the past and the animals harvested. The copy should always be respectful and appreciative, focusing on the memory and the tradition of the hunt, not just the trophy itself.

Social Perception

Borderland Supply Co. is perceived as a highly reputable and authentic brand within its niche. Customers view the products as superior in quality and authenticity, praised for strength, detail, and unique rustic aesthetic. The brand is seen as filling a specific market need for high-quality, historically accurate pack frames, with the founder's personal story adding a layer of trust and admiration.

Copy Examples

• •More Than a Mount. It's a Legacy. Your trophy tells a story. The sweat, the patience, the thrill of the hunt. It deserves more than just a place on the wall. Our handcrafted trapper packs are a nod to the golden age of exploration, built to honor your memory with the authenticity it deserves. Frame your legacy.
• •The Craftsman's Choice. The Hunter's Pride. Taxidermists trust us for a reason. Each Borderland pack is built by hand in Utah, using steam-bent oak and aged steel—just like the originals. We don't cut corners, because we know you didn't. Give your trophy the rugged, timeless display it has earned.
• •From Our Workshop to Your Wall. It started as a single pack, a tribute to the past. Today, every Borderland Supply Co. frame is still built with that same passion. We recreate a piece of history, so you can share your own. This isn't just a product; it's our story and yours, built to last for generations.
• •History You Can Hold. Feel the weight of the hand-bent oak. See the detail in the aged grommets. This is what the pioneers carried. Designed to be historically accurate and incredibly strong, our pack frames turn your trophy into a timeless piece of art that speaks of adventure.
• •Finally, a Mount She'll Love. Blending rustic heritage with modern decor, our trapper packs are designed to bring the spirit of the hunt into your home, beautifully. It’s the one mount that won’t start an argument about being upstairs. Celebrate your passion with a piece you'll both be proud to display.