Brand Tone

Aspirational, Technical, and Uncompromising.

Brand Values

• •Performance and Innovation
• •Durability and Relentlessness
• •Authenticity and Expertise
• •Exclusivity

Best Practices

• •Always address the customer as an athlete. Use active, performance-oriented language that focuses on endurance, strength, and overcoming challenges. Words like 'pursuit,' 'relentless,' 'endurance,' and 'performance' should be staples.
• •Instead of just listing features, explain the benefit. Connect every technical detail to a real-world hunting advantage.
• •Maintain an assertive and knowledgeable tone. Avoid tentative or overly sales-y language to reflect the brand's expertise and confidence.
• •Promote the concept of a layering system. Talk about how base layers, mid-layers, and shells work together to regulate the body's microclimate to reinforce technical authority.
• •Use narratives of challenging hunts and epic landscapes. Emphasize that the gear enables the hunter to endure discomfort and succeed, selling the successful completion of the adventure.

Social Perception

The public and customer perception of CANIS is that of a premium, expert-tier brand for the serious, dedicated hunter.

Copy Examples

• •The mountain asks for everything. Give it nothing. Our Altai Jacket, engineered with 4-way stretch and a windproof membrane, is your answer to the harshest alpine winds. It's not just gear; it's your resolve made tangible. #CanisAthlete #BeTheWolf #HuntRelentlessly
• •Engineered for the Pursuit. Not the Compromise.
• •When the sky opens, your hunt doesn't end. The Nunavut Rain Pants are your mobile fortress, constructed from a durable, 3-layer waterproof-breathable textile that keeps you silent and dry. With full-length leg zips for easy on/off over boots and reinforced insteps to defeat abrasion, these pants are built for the hunter who refuses to turn back.
• •Your Alpine Advantage: The Alps Down Collection is Here.
• •We build gear for a simple reason: we were tired of gear that failed. Born in the Swiss Alps and tested in the world's most unforgiving backcountry, CANIS is for the athlete whose arena has no boundaries. This is the new standard for the modern hunter.