Brand Tone

aspirational and technical

Brand Values

• •Quality & Durability
• •Performance
• •Passion for Climbing
• •Minimalism & Focus

Best Practices

• •Use the Language of the Climb: Incorporate authentic climbing terminology (e.g., "send," "problem," "beta," "crux," "dyno") naturally in your copy. This builds credibility and shows you are an integral part of the community.
• •Balance Aspiration with Function: Always connect the aspirational lifestyle imagery with a tangible product benefit. A beautiful photo of a climber on a rock face should be paired with copy explaining how your gear helped them get there (e.g., "Total freedom of movement for that high-step, thanks to...").
• •Champion Your Community (Even a Small One): Actively encourage user-generated content by creating a unique hashtag. Feature your customers on your social media channels. As a new brand, this builds social proof and makes early adopters feel valued.
• •Emphasize Quality Over Quantity: Your copy should reflect your focused product line. Speak with confidence about the superior materials, design process, and durability. Explain why a product is premium, justifying its position in the market.
• •Maintain Visual and Tonal Consistency: Every piece of copy, from a TikTok caption to a website product description, should feel like it comes from the same source. Keep the tone professional, passionate, and technically sound. Avoid overly casual slang or humor that could dilute the premium brand image.

Social Perception

A premium, specialist brand for the dedicated climber

Copy Examples

• •Engineered for the send. Our Obsidian Black bouldering trousers are crafted from a durable stretch-fabric that moves with you, not against you. Hold after hold, problem after problem. This is gear you can trust. #Felsenfest #BoulderingGear #ClimbHarder
• •UNCOMPROMISING GRIP. ROCK-SOLID PERFORMANCE. Our ultra-pure chalk provides superior friction for maximum contact on rock and resin. Less chalking, more climbing.
• •The weekend is calling. Where will your next problem take you? Tag your climbing partner and plan the next adventure. #Felsenfest #ClimbingLife #Bouldering
• •The Felsenfest Boulder Shorts feature a diamond-gusseted crotch for unrestricted range of motion and triple-stitched seams in high-stress areas. We obsessed over every detail, so you can focus on the route.
• •Inside: The Felsenfest Guide to Perfecting Your Dyno. Plus, New Arrivals.