Brand Tone

Adventurous, Inspirational, Knowledgeable, Experienced, Reliable, Trustworthy, Passionate, Slightly Technical

Brand Values

• •Quality & Craftsmanship
• •Performance
• •Durability
• •Innovation
• •Connection with Nature
• •Accessibility & Inclusivity
• •Safety & Stability
• •Community

Best Practices

• •Embrace the 'Adventurous yet Reliable' Persona: Write with a sense of excitement for exploration, but always ground it in the kayak's dependability, safety, and quality construction. Use evocative language that speaks to the experience of being on the water.
• •Highlight Canadian Heritage & Craftsmanship (Authenticity): Subtly weave in the brand's origins and its commitment to quality design and manufacturing. This builds trust and differentiates the brand.
• •Focus on the 'Why' Not Just the 'What': Instead of only listing features, explain how those features benefit the paddler in their pursuit of adventure, connection with nature, or skill development (e.g., 'Our reverse hard chine not only offers exceptional secondary stability but gives you the confidence to lean into turns and truly feel connected to the water.')
• •Speak to Both Aspirations and Practicalities: Inspire potential customers with the possibilities of adventure, but also reassure them with information about stability, durability, and ease of use, especially for those newer to the sport. Use clear, concise language when discussing technical aspects, avoiding overly complex jargon unless addressing a highly technical audience.
• •Be Visually Consistent with Your Words: Ensure that the imagery and videos used alongside the copy reflect the same adventurous, natural, and quality-focused tone. The stunning visuals on their Instagram should be complemented by equally compelling and aligned text.

Social Perception

Positive & Respected, Reliable for Expeditions and Touring, Good Value, Durable Workhorses, Suitable for a Range of Paddlers, Canadian Heritage

Copy Examples

• •Headline: BorealDesign: Your Craft for Wild Waters. Body: For over 30 years, BorealDesign has been synonymous with unwavering quality and the spirit of exploration. Our kayaks aren't just built; they're engineered for your next adventure, from serene lakes to the untamed coast. Discover the stability, performance, and Canadian-crafted durability that lets you paddle further, with absolute confidence. Go Beyond. Call to Action: Explore Our Expedition-Ready Kayaks.
• •Headline: Feel the Call of the Horizon? We'll Get You There. Body: Every BorealDesign kayak is a promise of discovery. Crafted for stability in challenging seas and comfort on long journeys, our boats are trusted by paddlers who seek a deeper connection with nature. It's more than a kayak; it's your vessel to the extraordinary. Call to Action: Find Your Perfect Touring Kayak.
• •Headline: Built Tough. Paddles True. Adventure Guaranteed. Body: From the rugged coasts of Labrador to your favourite local waterway, BorealDesign kayaks are built to endure. Our innovative designs and robust construction mean you can focus on the journey, knowing your kayak is ready for whatever lies ahead. Experience the BorealDesign difference. Call to Action: See Why Paddlers Trust BorealDesign.
• •Headline: Unlock Your Inner Explorer. Body: At BorealDesign, we believe in the power of nature to inspire. Our kayaks are thoughtfully designed to be an extension of you, offering the perfect balance of performance, stability, and comfort. Whether you're a seasoned pro or just starting your paddling journey, find your freedom on the water with us. Call to Action: Discover Kayaks for Every Adventurer.
• •Headline: Heritage Crafted, Adventure Bound. Body: With a legacy of Canadian innovation since 1991, BorealDesign kayaks are built with passion and precision. We blend time-tested craftsmanship with modern performance to create kayaks that are as reliable as they are inspiring. Your next story starts here. Call to Action: Learn About the BorealDesign Legacy.