Brand Tone

Performance-Oriented, Aspirational & Stylish, Conscious & Responsible, Confident & Experienced, Direct & Informative

Brand Values

• •Quality & Functionality
• •Sustainability
• •Scandinavian Design & Style
• •Innovation
• •Active Living

Best Practices

• •Prioritize Performance with Purpose: Always link the technical benefits of the apparel (performance, functionality, durability) with the brand's commitment to sustainability and quality. Every product feature should tell a story of conscious design and superior experience.
• •Embrace Scandinavian Simplicity and Elegance: Use clear, concise language that reflects the clean lines and sophisticated style of Scandinavian design. Avoid overly technical jargon where possible, or explain it in a way that highlights user benefit.
• •Be Confidently Understated: Convey expertise and the premium nature of the products without arrogance. Let the quality, innovation, and heritage speak for themselves. The tone should be assured but also approachable.
• •Inspire an Active and Conscious Lifestyle: Use aspirational language and imagery that connects the apparel to the joy of outdoor activities (golf, ski) and the value of making mindful choices for the planet.
• •Maintain Transparency and Authenticity: When discussing sustainability, materials, or technology, be specific and honest. This builds trust and reinforces the brand's image as responsible and dedicated to its values.

Social Perception

High-Quality & Technical, Stylish & Modern, Trustworthy & Reputable, Eco-Conscious (Increasingly), Premium

Copy Examples

• •Headline: Conquer the Elements. Define Your Style. Body: Swedish engineering meets sustainable design. Our latest collection of high-performance outerwear is crafted to keep you protected and comfortable, from the first tee to the final peak. Experience the freedom of movement, the confidence of cutting-edge FTX technology, and the peace of mind that comes with conscious choices. Live Redefined. (Tone: Performance-Oriented, Aspirational, Conscious)
• •Headline: More Than Just Apparel. It's a Commitment. Body: Since 1986, we've been dedicated to quality that lasts and innovation that performs. Our new [Product Name] continues this legacy, blending recycled materials with unparalleled weather protection. Because the greatest adventures shouldn't cost the Earth. (Tone: Confident & Experienced, Conscious, Performance-Oriented)
• •Headline: Scandinavian Design. Uncompromising Performance. Body: Elevate your active life with Cross Sportswear. Our [Product Category – e.g., Golf Jackets] offer a seamless fusion of sleek, minimalist style and the technical functionality you need to excel. Windproof, waterproof, and breathable – designed for every moment, in any weather. (Tone: Stylish, Performance-Oriented, Direct & Informative)
• •Headline: Play with Purpose. Wear the Change. Body: Discover apparel crafted for the conscious athlete. We utilize innovative materials like bamboo charcoal and recycled polyester to reduce our impact without sacrificing performance. Feel good about what you wear, inside and out. (Tone: Conscious & Responsible, Performance-Oriented)
• •Headline: Engineered for Your Journey. Built to Endure. Body: From sudden showers on the fairway to crisp winds on the slopes, Cross Sportswear delivers unwavering protection and comfort. Our heritage of innovation ensures every piece is an investment in your active lifestyle and our planet. Explore the new arrivals. (Tone: Confident & Experienced, Performance-Oriented, Conscious)