Brand Tone

Aspirational & Empowering, Adventurous & Passionate, Stylish & Modern, Authentic & Grounded, Community-Oriented, Confident & Knowledgeable

Brand Values

• •Quality & Durability
• •Style & Functionality
• •Connection with Nature
• •Sustainability & Responsibility
• •Inclusivity & Diversity
• •Hard Work & Intention
• •Fairness

Best Practices

• •Embrace Storytelling: Weave narratives of adventure, empowerment, and connection with nature into product descriptions, social media posts, and blog content. Focus on the experience F E R A enables, not just the product features.
• •Use Evocative Language: Employ vivid, sensory language that paints a picture of outdoor experiences. Words like "uncharted," "wild," "spirit," "relentless," "breathtaking," and "serene" can enhance the adventurous and aspirational tone.
• •Highlight Both Style and Performance: Consistently balance the messaging to showcase that F E R A products are both technically proficient for outdoor activities and aesthetically pleasing. Avoid sacrificing one for the other in descriptions.
• •Speak to Your Core Audience's Aspirations: Understand what drives your target customer (e.g., the thrill of the catch, the peace of the mountains, the empowerment of mastering a skill) and reflect these aspirations in your copy.
• •Maintain Visual-Verbal Congruence: Ensure the tone of the copy aligns seamlessly with the brand's visual identity (e.g., the high-quality, adventurous imagery on Instagram). The words should feel like a natural extension of the images and vice-versa.

Social Perception

Premium and High-Quality Brand, Lifestyle Enabler, Community-Focused, Environmentally Conscious (aspirational), Empowering for Women

Copy Examples

• •Headline: F E R A: Uncharted. Unmatched. Unforgettable. Body: Your next adventure is calling. Answer it with gear that’s as relentless and refined as you are. Discover apparel built to explore the wild, designed to express your spirit. Call to Action: Gear Up for Adventure
• •Headline: Beyond the Forecast. Beyond Expectation. Body: Weather the elements, embrace the moment. F E R A delivers performance and style that stands up to nature’s unpredictability and your own unyielding passion. From alpine peaks to winding rivers, make your mark. Call to Action: Shop the Collection
• •Headline: Crafted for the Wild Within. Body: There’s a call to the wild that resonates deep inside. We craft every piece of F E R A apparel to honor that spirit – blending timeless design with modern technicality, so you can pursue your passion without compromise. Call to Action: Find Your F E R A
• •Headline: More Than Apparel. It's a Statement. Body: Every sunrise chased, every peak conquered, every cast into the current – these are the stories we live for. F E R A is for those who don’t just brave the outdoors, but become part of it, stylishly and sustainably. Call to Action: Explore Our Lookbook
• •Headline: The Art of Adventure. Perfected. Body: Meticulously designed for impeccable fit and enduring performance. F E R A brings a touch of SoCal cool to every outdoor pursuit, ensuring you’re equipped for anything, and styled for everything. Call to Action: Discover the Difference