Brand Tone

Innovative, Premium, Sustainable, and Technical.

Brand Values

• •Innovation & Engineering Excellence
• •Sustainability & Longevity
• •User-Centric Design
• •Performance

Best Practices

• •Focus on "Why," Not Just "What": Don't just list features like "aluminum body." Explain *why* it matters: "Crafted from lightweight, 100% recyclable aluminum for superior thermal performance and a commitment to a circular economy."
• •Use precise, technical language confidently: Terms like "vacuum insulated," "thermal bridge," and "modular design" build authority and reinforce the brand ’s identity as an engineering leader. Avoid generic slang or overly casual phrases.
• •Prioritize benefits over features: Instead of saying "It comes with special ice packs," frame it as a benefit: "Free yourself from bulky bags of ice. Our custom-designed thermal packs provide hours of consistent, food-safe temperatures, giving you more room for what matters."
• •Emphasize sustainability in every message: The recyclable and repairable nature of the product is a core value. This should be a consistent thread in social media posts, product descriptions, and ad campaigns to attract the target consumer.
• •Maintain a clean, minimalist aesthetic: The product ’s design is sleek and modern. All visual content (photography, website, ads) should mirror this —uncluttered, professional, and focused on the product ’s elegant form and function.

Social Perception

Based on the Huckberry feature, Oyster is perceived as a high-end, premium "game-changer" in the cooler market. It is presented as a product for the discerning consumer who values cutting-edge technology, sustainability, and minimalist design over the established "brotus" aesthetic of more traditional brands. The association with a respected retailer like Huckberry lends it credibility and positions it within the modern outdoor and design-conscious community.

Copy Examples

• •Headline: The End of Ice Runs. The Beginning of True Adventure. Body: For 50 years, the cooler has been a simple plastic box. We decided it was time for an upgrade. The Oyster cooler uses vacuum insulation technology to keep contents food-safe cold for days, not hours. Less ice, less waste, more adventure.
• •Headline: Engineered for the Future. Built to Last a Lifetime. Body: Why should your most reliable piece of gear be destined for a landfill? The Oyster is crafted from 100% recyclable aluminum and designed for complete repairability. This isn't just a cooler; it's a commitment to smarter, more sustainable outdoor living.
• •Headline: Half the Size. Six Times the Performance. Body: Stop hauling heavy, inefficient plastic boxes. Our revolutionary design offers a dramatically smaller footprint with more space inside. Patented insulation technology delivers performance that traditional coolers can't match. Pack smarter, travel lighter.
• •Headline: The Last Cooler You'll Ever Buy. Body: From its one-hand latch system to its modular, replaceable parts, every element of the Oyster is designed for a lifetime of use. Invest in performance, durability, and a piece of gear that gets better with every journey.
• •Headline: Rethink the Cold. Body: It ’s not about just keeping things cold. It ’s about elevating the experience. It ’s about intelligent design, sustainable materials, and uncompromising performance. Discover the difference true innovation makes. Discover Oyster.