Brand Tone

Adventurous & Playful, Functional & Practical, Stylish & Modern, Conscious & Responsible, Friendly & Community-Oriented

Brand Values

• •Encouraging Outdoor Play
• •Sustainability & Eco-consciousness
• •Quality & Durability
• •Functionality & Performance
• •Style & Design
• •Integrity & Kindness

Best Practices

• •Embrace the Adventure: Use active, evocative language that speaks to exploration, discovery, and the joy of being outdoors. Words like "explore," "adventure," "discover," "wild," "play," and "mission" align with their ethos.
• •Highlight Function with Fun: Clearly communicate the practical benefits (waterproof, windproof, durable) but frame them within the context of enabling fun and comfortable play. Avoid overly technical jargon; keep it accessible and benefit-driven for parents.
• •Weave in Sustainability Naturally: Mention the use of recycled materials and eco-friendly practices as a core part of the product's value, not just an afterthought. This reinforces their commitment to a better planet for children.
• •Speak to Both Parent and Child (Indirectly): While parents are the purchasers, the copy should reflect an understanding of what kids love – cool designs, comfort, and the freedom to play. Use phrases like "kid-approved designs" or "outerwear they'll want to wear."
• •Maintain a Positive and Encouraging Voice: The tone should always be uplifting, inspiring confidence in the product and encouraging families to enjoy the outdoors together. Use friendly, approachable language that builds a sense of community.

Social Perception

Trusted Brand, Stylish & Desirable, Ethically Minded, Value for Money, Associated with Adventure

Copy Examples

• •Headline: Adventure Awaits. Rain or Shine. Body: Let them splash, explore, and discover! Our 100% waterproof and windproof Play Jackets, made with recycled materials, mean the fun never has to stop. Equip your little wolf for their next big adventure. Call to Action: Shop Outdoor Gear
• •Headline: Styled for Play, Built to Last. Body: Muddy puddles? Windy trails? Bring them on! Crywolf gear combines cool, kid-approved designs with the rugged durability parents trust. Because every day is an opportunity to explore. Call to Action: Discover the New Collection
• •Headline: Wear the Wild: Sustainable Gear for Little Explorers. Body: We believe in puddle jumping and planet protecting. That’s why our latest collection features even more recycled fabrics, turning plastic bottles into awesome, adventure-ready outerwear. Good for them, great for Earth. Call to Action: Explore Eco-Friendly Styles
• •Headline: From Beach Days to Rainy Plays. Body: Sun-soaked swims or drizzly day adventures? Crywolf has your little one covered. From UPF 50+ recycled swimwear to our famous Magic Jackets that reveal patterns in the rain, embrace every season in style and comfort. Call to Action: Shop All Seasons
• •Headline: Join the Pack: Get Kids Back Outdoors! Body: At Crywolf, our mission is simple: inspire more outdoor moments. Our gear is designed in New Zealand, tested by adventure-loving kids, and made to let their imaginations run wild. Ready to play? Call to Action: Get 10% Off Your First Order