Brand Tone

Functional-Aspirational

Brand Values

• •Quality and Durability
• •Innovation and Smart Design
• •Functionality and Versatility
• •Convenience and Efficiency
• •Sustainability

Best Practices

• •Lead with "Made in Germany": Always leverage the German engineering aspect. It immediately establishes a perception of quality, precision, and durability, which justifies the premium price.
• •Balance Function and Lifestyle: Pair every practical feature with a lifestyle benefit. For example, "Folds with one button" (function) becomes "Folds with one button, giving you more time and less hassle" (lifestyle).
• •Use "Smart" and "Clever" Language: Consistently use words like "smart," "clever," "innovative," and "efficient" to reinforce the brand's identity as a modern, intelligent solution.
• •Show, Don't Just Tell: Utilize testimonials and use-case scenarios in copy. Instead of saying it's "versatile," write "Trusted by parents for the school run, by professionals for office deliveries, and by shoppers for hassle-free market days."
• •Emphasize Sustainability: Actively mention the environmental benefits. Frame the CLAX trolley not just as a convenience but as a conscious choice to reduce car use and single-use bags, aligning with modern consumer values.

Social Perception

The CLAX Trolley is perceived as a life-changing, high-quality, and reliable investment. Its unique design often garners attention and it is seen as a practical problem-solver, especially for daily tasks like grocery shopping. Despite a high price point, customers often feel it's worth the investment due to its durability and functionality.

Copy Examples

• •Effortless Engineering for Everyday Life. The German-designed CLAX trolley simplifies how you carry, shop, and live. Experience the smart alternative to heavy lifting.
• •Tired of juggling groceries and navigating tight spaces? The CLAX trolley folds in seconds, glides through city streets, and carries up to 60kg with ease. Ditch the car, forget the plastic bags. Shop smarter.
• •From the farmer's market to the office mail run, your day just got a lot lighter. The CLAX is more than a trolley; it’s your personal assistant on wheels. #ClaxUK #SmartMoving #VersatileDesign
• •Built on a foundation of German innovation, the CLAX trolley combines a robust aluminum frame with durable, weatherproof plastics. The patented one-touch collapse mechanism and removable wheels ensure it fits seamlessly into your car and your life. The two-tier design with an included folding crate offers organized, versatile transport for any task.
• •Boost workplace efficiency and safety. The CLAX trolley is the trusted solution for transporting documents, supplies, and equipment. Sturdy, reliable, and effortlessly stored. Endorsed by the NHS and businesses across the UK.