Brand Tone

Professional, Traditional, and Expert.

Brand Values

• •Animal Welfare
• •Durability and Quality
• •Tradition and Heritage
• •Functionality and Practicality
• •Expertise

Best Practices

• •Use the Language of the Expert: Employ terms familiar to experienced packers ("breeching," "cinches," "sawbuck," "decker"). This builds credibility and shows you understand the customer's world.
• •Prioritize "Animal Comfort" in Messaging: Always link product features back to the primary value of animal welfare. Phrases like "prevents sore spots," "moves with your animal," and "humane design" should be central.
• •Emphasize Heritage and Durability: Leverage the brand's long history. Use words like "legacy," "tradition," "handcrafted," and "built to last" to reinforce the promise of quality that stands the test of time.
• •Speak Directly to the Serious User: Acknowledge the challenges of the backcountry. Write copy that resonates with the experiences of long-distance riders and hunters, focusing on reliability, function, and resilience.
• •Maintain a Professional and Understated Tone: Avoid hyperbole and overly aggressive sales language. The brand's reputation speaks for itself. The copy should be confident, direct, and informative, reflecting a company that is a master of its craft.

Social Perception

Custom Pack Rigging is perceived by its target audience as an authoritative and highly reliable legacy brand. It is seen as a go-to source for high-end, durable packing equipment, especially its innovative adjustable saddles. Customers are not casual hobbyists but serious backcountry adventurers, hunters, and long-distance riders who see the brand's products as a long-term investment in quality and animal safety. While some note the website appears dated, this does not detract from the trust in the product's quality; in fact, it may even reinforce the perception of a traditional, no-frills company focused on craftsmanship.

Copy Examples

• •Equip Your Journey. Built for the Trail Ahead. For over 30 years, Custom Pack Rigging has crafted the world's most trusted horse and mule packing equipment. Because we know your adventure depends on it, and your animal's comfort demands it.
• •The Original Adjustable Pack Saddle, Perfected. End the risk of sore backs and ill-fitting gear. Designed by legendary packer Abe Ewert and refined over decades, our adjustable saddle provides a flawless fit for any horse or mule. Handcrafted for maximum durability and ultimate animal comfort. Invest in their wellbeing and your peace of mind.
• •From Our Workshop to the Wilderness. We are not just manufacturers; we are packers. We are the Canadian horse packing gear company dedicated to the traditions of the backcountry. Every stitch, buckle, and strap is a testament to our commitment—to quality, to durability, and to the animals that carry us forward.
• •Load Up with Confidence. Our panniers are built to endure the roughest trails and harshest weather. Waterproof, rugged, and intelligently designed for practical packing. When you're miles from anywhere, trust gear that's proven to go the distance.
• •Gear That Lasts a Lifetime. See What's New from the Workshop.