Brand Tone

Professional and Authoritative, Confident and Heritage-Proud, Quality-Driven, Reliable and Trustworthy, Respectful and Responsible

Brand Values

• •Quality
• •Durability & Reliability
• •Sustainability & Repairability
• •Innovation
• •Ergonomics
• •Respect
• •Professionalism
• •Social Responsibility

Best Practices

• •Emphasize "Swiss Precision. Made to Last.": This tagline encapsulates key brand attributes. Use language that conveys meticulous engineering, high-quality materials, and enduring value.
• •Highlight Durability and Repairability: Consistently mention the robust construction and the availability of spare parts. This is a core differentiator and reinforces the sustainability message. Frame it as an investment, not just a purchase.
• •Maintain a Professional and Authoritative Voice: Use clear, confident language that reflects expertise. Position FELCO as a leader and trusted partner for pruning and cutting tasks.
• •Integrate Sustainability Naturally: Talk about respect for nature, the longevity of tools reducing waste, and responsible manufacturing as part of FELCO's DNA.
• •Focus on User Benefits – Both Professional and Enthusiast: Address the needs of different user groups, highlighting precision for plant health, ergonomic comfort for ease of use, and reliability for demanding jobs. Use testimonials or endorsements where appropriate to build social proof.

Social Perception

Premium Quality, The Professional Standard, Worth the Investment, Iconic Status, Trustworthy and Reliable, Sustainable Choice

Copy Examples

• •Headline: Swiss Precision. Enduring Performance. Body: Since 1945, FELCO has crafted tools that professionals trust and enthusiasts cherish. Experience the unmatched quality and durability that make every cut a testament to Swiss engineering. Built to last, designed to perform.
• •Headline: Invest in Longevity. Cultivate with Confidence. Body: Why replace when you can repair? FELCO's commitment to sustainability means every tool is an investment for generations. With a full range of spare parts, your FELCO pruners are always ready for the task.
• •Headline: The Professional's Choice. The Mark of a True Craftsman. Body: For those who demand precision and reliability, FELCO is the undisputed standard. Our ergonomic designs and razor-sharp blades ensure clean cuts and comfortable use, day after day. Elevate your craft with FELCO.
• •Headline: Nearly 80 Years of Pruning Excellence. Body: The iconic red handles of a FELCO signify more than just a tool; they represent a legacy of innovation, quality, and a deep respect for nature. Join millions who choose FELCO for a lifetime of precise pruning.
• •Headline: Engineered for Your Hand, Designed for the Earth. Body: Experience the ergonomic comfort and cutting power of FELCO. Our tools are not only built for optimal performance and user well-being but also with a profound commitment to sustainability. Prune responsibly, prune with FELCO.