Brand Tone

Authentic, relaxed, and aspirational, evoking nostalgia and appreciation for nature and family. Down-to-earth and relatable, creating a sense of community, shared experience, peaceful moments, connection, and lasting memories.

Brand Values

• •Family and Togetherness
• •Tradition and Heritage
• •Connection with Nature
• •Purpose and Authenticity
• •Canadian Identity

Best Practices

• •Lead with Emotion, Not Product: Always focus on the feeling and the memories associated with the activity. The product is part of the experience, not the reason for it. Talk about the 'tranquil nature' and the 'excitement of the catch'.
• •Use Storytelling: Frame your copy around small narratives. Instead of saying 'Durable Hoodie,' say 'For chilly mornings on the dock and stories told around the campfire.' This aligns with the idea of wearing pieces that 'carry a story'.
• •Incorporate 'Sense of Place' Keywords: Use words that evoke the brand's specific environment, such as 'cottage,' 'Muskoka River,' 'dock days,' and 'campfire nights,' to maintain a strong and consistent brand identity.
• •Speak to the 'Why': Your customers aren't just buying a hat; they're buying into a lifestyle of slowing down and connecting with what matters. Your copy should always reinforce this deeper purpose.
• •Maintain a Community-Centric Voice: Use inclusive language like 'we,' 'us,' and 'your.' Encourage user-generated content and feature your customers in your marketing. This validates their experience and strengthens their connection to the brand.

Social Perception

A genuine and relatable lifestyle brand, fostering strong community and authenticity through user-generated content and shared passion for outdoor activities. Perceived as being part of the lifestyle it represents, not just selling products.

Copy Examples

• •Some of the best stories start with a fishing rod and a quiet morning on the lake. Our gear is made for these moments. #FisshenCo #FamilyTradition
• •The new Dockside Tee: Soft enough for lazy afternoons and durable enough for the adventures that follow. Designed for the moments you'll remember long after the sun goes down.
• •It’s more than a hobby, it's a way of life. From the first cast to the last story around the campfire, our apparel is made to go where you go. Discover gear that’s as authentic as your love for the outdoors.
• •This season, give the gift of future memories. Our apparel is inspired by those perfect cottage weekends and made for the people you share them with. Give them a story to wear.
• •Sun up, lines in. This hat is your go-to for long days on the water and late nights by the fire. Built for comfort, made for the lifestyle. #MadeToGoWhereYouGo