Brand Tone

Technical & Performance-Oriented, Aspirational & Adventurous, and Reliable & Trustworthy.

Brand Values

• •Performance & Functionality
• •Durability
• •Accessibility/Value for Money
• •Passion for the Outdoors & Adventure
• •Heritage & Expertise
• •Eco-consciousness (Emerging)

Best Practices

• •Emphasize Expertise & Heritage: Consistently weave in the narrative of being designed by seasoned UK outdoor professionals with extensive collective experience to build trust and authority.
• •Balance Technical Detail with Aspirational Language: While providing necessary technical specifications, always link them back to the experience – how the feature helps the user conquer elements or explore further. Use evocative language that speaks to the adventure.
• •Show, Don't Just Tell, Performance: Utilize user-generated content (with permission) and testimonials that showcase the gear performing in real-world, challenging conditions. This reinforces reliability and the 'tested in the wild' aspect.
• •Maintain a Focus on Value: While highlighting premium features, subtly remind the audience of the accessible price point relative to the quality and technology offered, reinforcing the brand's smart-buy perception.
• •Be Authentic and Passionate: Let the genuine love for the outdoors and adventure shine through in all communications. Connect with the audience on their shared passion for exploration and resilience against the elements. The 'Nordic mindset' of enjoying the outdoors in any weather is a good touchstone.

Social Perception

Positive Reputation for Value and Performance, Knowledgeable Niche Brand, Growing but Less Mainstream, Responsive to Feedback, Some Quality/Design Concerns.

Copy Examples

• •Engineered for the unforgiving. The new Orkan Pro Shell features advanced eVent™ fabric, keeping you dry and focused when the summit's in sight. Go Beyond Boundaries. #FjernOutdoors #TechnicalPerformance
• •Peak performance. Sensible price. Fjern delivers technical mountain gear born from 150 years of collective experience, without the premium price tag. Gear up for your next adventure. #FjernEquipment #OutdoorValue
• •The wild calls. We answer. Fjern is more than just gear; it's a commitment to exploring the remote, crafted by enthusiasts who live for the ascent. What's your Fjern story? #BeyondBoundaries #NordicSpirit
• •From misty munros to alpine ridges, your Fjern gear is there. Share your moments of adventure with #MyFjern for a chance to be featured. Let's explore together. #FjernCommunity #OutdoorLife
• •Protect your adventure, protect our planet. The new Aska Down Jacket features 700FP RDS-certified goose down and a PFC-free DWR finish – warmth that doesn’t cost the Earth. #FjernSustainable #EcoAdventure