Brand Tone

Authentic, Understated, Appreciative (of nature & tradition), Practical & Enduring, Community-Oriented

Brand Values

• •Sustainability
• •Quality Craftsmanship
• •Heritage & Tradition
• •Local Sourcing & Production
• •Functionality & Practicality
• •Timelessness

Best Practices

• •Embrace Simplicity and Honesty: Use clear, straightforward language. Avoid jargon or overly embellished claims. Let the product's inherent quality speak for itself.
• •Root in Heritage and Place: Weave in references to Norfolk, the coastal inspiration, and traditional craftsmanship. This reinforces authenticity and provides a strong sense of origin.
• •Focus on Longevity and Purpose: Highlight the durability, practicality, and timeless design of the products. Emphasize that they are made to be used and to last, rather than being trend-led.
• •Speak to Shared Values: Connect with the audience's appreciation for sustainability, quality, and a slower, more considered way of living. Use words that evoke nature, craftsmanship, and enduring style.
• •Maintain an Understated Confidence: The tone should be assured but not boastful. The quality of the materials, the local craftsmanship, and the sustainable ethos are points of pride, communicated with quiet conviction.

Social Perception

Positive, High-Quality & Durable, Authentic & Trustworthy, Niche Appeal, Appreciation for Slow Fashion, Desirable Aesthetic

Copy Examples

• •Our Classic Canvas Apron: Crafted in Norfolk from durable sailcloth, designed to weather your seasons in the garden. Pockets for twine and treasures, built to last.
• •Inspired by the wild beauty of the Norfolk coast, Carrier Company began with a simple aim: to create honest, hardworking essentials that endure. Still made here, by hand.
• •Some things only get better with age. Our weatherproof jerkins are made for years of wear, stories, and adventures. What tales does your Carrier piece tell?
• •We choose natural, UK-sourced materials not just for their quality, but for their kindness to the land. Clothing rooted in purpose, crafted with care.
• •From our corner of Norfolk to yours. Share how you use your Carrier Company goods – we love seeing our pieces become part of your everyday.