Brand Tone

Authentic & Down-to-earth, Inspirational & Passionate, Friendly & Welcoming, Knowledgeable & Helpful, Nature-focused & Respectful

Brand Values

• •Sustainability & Longevity
• •Quality & Functionality
• •Love for Nature & Outdoor Life
• •Community & Togetherness
• •Simplicity & Accessibility
• •Local Connection & Heritage

Best Practices

• •Embrace Simplicity and Authenticity: Use clear, honest language. Avoid jargon or overly technical terms. Focus on genuine experiences and emotions.
• •Connect with Nature: Consistently weave in the love for the outdoors, the beauty of nature, and the joy of being in it. Use descriptive language that evokes natural settings.
• •Highlight Swedish Heritage & Quality: Subtly remind the audience of the Swedish craftsmanship, design, and the brand's roots in Dalarna when relevant.
• •Inspire Adventure and Togetherness: Frame product use around creating memories, sharing experiences, and embarking on adventures, big or small.
• •Champion Sustainability: Integrate the message of durability, local production, and respect for the environment as a core part of the narrative, not just a feature.

Social Perception

High-Quality Swedish Outdoor Gear, Sustainable Choice, Enabler of Outdoor Experiences, Authentic & Trustworthy, Associated with a Desirable Lifestyle

Copy Examples

• •Headline: Gather 'Round. Memories Forged in Fire. Body: More than just a griddle. Dalum is your invitation to slower days, warmer nights, and stories shared under the stars. Crafted in Sweden for a lifetime of outdoor feasts. #DalumMoments #OutdoorCooking
• •Headline: Taste the Wild. Sustainably. Body: Our Swedish-made griddles are designed with nature in mind – lightweight for your adventures, durable for countless meals, and sustainably produced so the wild stays wild. Cook with conscience. #DalumSweden #SustainableOutdoor
• •Headline: Your Campfire Companion Awaits. Body: From the forests of Dalarna to your favorite escape. The Dalum griddle: simple to use, easy to carry, and the heart of every outdoor meal. What will you cook first? #MadeInSweden #CampfireCooking
• •Headline: Weekend Forecast: 100% Chance of Delicious. Body: Pack your Dalum, grab your ingredients, and head out. Because the best meals are made together, in the open air. Adventure is calling (and it’s hungry). #OutdoorFeast #DalumGriddle
• •Headline: Beyond the Backyard: True Swedish Outdoor Cooking. Body: Experience the joy of cooking over an open fire with equipment born from a love of Swedish nature. Lightweight, robust, and ready for any adventure. Discover Dalum. #Friluftsliv #DalumAdventure