Brand Tone

Aspirational and Technical, confident, energetic, and performance-focused.

Brand Values

• •Performance and Quality
• •Safety and Protection
• •Style and Aesthetics
• •Innovation and Passion

Best Practices

• •Balance Emotion and Logic: Lead with the emotional benefit of the sport and follow up with the technical feature that makes it possible.
• •Use a 'Verb-Driven' Vocabulary: Employ strong, active verbs that evoke energy and performance, such as 'Conquer', 'Carve', 'Elevate', 'Discover', 'Shield', and 'Master'.
• •Maintain a Premium Lexicon: Consistently use words that signal quality and expertise, such as 'Premium', 'Engineered', 'Specialized', 'Cutting-edge', 'Technology', and 'Uncompromising'.
• •Speak the Language of the Sport: Use terminology familiar to skiers and snowboarders ('bluebird skies', 'fresh powder', 'first chair') to build authenticity.
• •Always Circle Back to the Core Values: Ensure every piece of copy reinforces at least one of the core values: Performance, Safety, Style, or Innovation.

Social Perception

Modern, digitally-native, direct-to-consumer (DTC) brand. Perceived as a specialized, stylish alternative to legacy brands, with an expert positioning as a premium, niche contender in the sportswear market.

Copy Examples

• •Bluebird skies, zero glare. Our polarized lenses are engineered for impeccable clarity, cutting through the harshest sun so you can focus on your line. Performance and style, unified. #DzoonWear #SkiGoggles #MountainReady
• •Don't Let Fog End Your Day. See Clearly With Dzoon.
• •Engineered for the Elements. Designed for the Adventurer. With a specialized three-layer foam system and impact-resistant frame, our goggles provide uncompromising comfort and protection from first chair to final run.
• •Vision is Everything. Experience ultimate clarity and a panoramic field of view with our anti-fog lens technology. Ride with confidence. Shop The Collection.
• •Still thinking about that perfect run? Your gear shouldn't hold you back. Dzoon offers the ultimate fusion of anti-fog tech, UV protection, and sleek design. Find your perfect pair and conquer the mountain.