Brand Tone

Authentic & Honest, Humorous & Entertaining, Passionate & Knowledgeable, Community-Focused, Down-to-Earth & Relatable

Brand Values

• •Quality & Craftsmanship
• •Practicality & Functionality
• •Honesty & Transparency
• •Community & Engagement
• •Passion for the Outdoors
• •Value

Best Practices

• •Embrace Authentic Banter: Inject the friendly, sometimes obnoxious (in a good way, as they self-describe) humor and directness found in their YouTube videos into written copy. Use colloquialisms and address the audience directly, like a knowledgeable friend.
• •Prioritize Honesty & Transparency: If there are limitations or specific uses for a product, state them clearly. This builds on their reputation for trustworthy reviews. Don't over-hype; let the product's quality and their honest assessment do the talking.
• •Speak the Language of the Community: Use terminology and references that resonate with bushcraft and knife enthusiasts (e.g., true convex grind, batoning, feather sticks). Show you understand their needs and passion.
• •Highlight Quality & Performance, Not Just Specs: While specifications are important, focus on what the product does and how it performs in the field. Relate features to real-world benefits and experiences, mirroring their video testing approach.
• •Maintain a Passionate & Enthusiastic Voice: Let the genuine love for the outdoors, knives, and the community shine through. The copy should feel energetic and driven by the same passion that fuels their video content.

Social Perception

Trusted Experts, Entertaining Personalities, High-Quality Products, Community Leaders, Authentic Reviewers

Copy Examples

• •Headline: Stop Dreaming, Start Doing. Gear Up with DBK. Body: Tired of gear that quits before you do? At dbkshop, we sell (and make!) knives and kit that are as serious about the wild as you are. No fluff, just stuff that works. Your next adventure is calling. Call to Action: Shop The Wild.
• •Headline: So Sharp, It'll Shave the Grizzly Off a Bear. (Please Don't Actually Try That). Body: We take sharpness seriously. From our own DBK-designed blades to the gear we personally vet, expect an edge that’s ready for anything. Check out our latest YouTube review to see what we mean – we’re not afraid to call out a dullard! Call to Action: Get Your Edge.
• •Headline: Built by Legends, For Legends. (Yeah, That's You). Body: You, the adventurers, the tinkerers, the ones who aren't afraid to get their hands dirty – you're the reason we do this. Our gear is designed and tested with the community in mind. Join the DBK family and show us what you’re made of. Call to Action: Explore DBK Classics.
• •Headline: Is Your Knife Collection Missing Its Soulmate? We Got You. Body: Finding the perfect blade is a journey. At dbkshop, we offer everything from our tough-as-nails Bushfriend to premium sharpening strops that’ll make your old faithful sing again. Because life's too short for bad steel. Call to Action: Find Your Blade.
• •Headline: Warning: May Cause Extreme Bushcrafting. (And Uncontrollable Grinning). Body: The Dutch Bushcraft Knives crew believes the outdoors should be fun. That's why our shop is packed with gear that’s not just brutally effective, but a joy to use. Ready to upgrade your adventure? Call to Action: Shop Now, Adventure Later.