Brand Tone

Elegant & Sophisticated, Heritage-Focused & Traditional, Authoritative & Expert, Proudly British, Appreciative & Customer-Focused (subtle)

Brand Values

• •Craftsmanship
• •Quality
• •Heritage & Tradition
• •Elegance & Timeless Style
• •Excellence & Attention to Detail
• •Durability & Longevity

Best Practices

• •Emphasize Heritage and Longevity: Consistently reference the 1868 founding year and the generations of craftsmanship. This reinforces trust and the brand's established position.
• •Use Refined and Evocative Language: Employ words that convey luxury, quality, and timelessness (e.g., "meticulously crafted," "unparalleled," "enduring," "discerning," "impeccable").
• •Highlight "Handmade in England": This is a significant differentiator and appeals to customers seeking authentic, high-quality British goods. Make it a prominent feature.
• •Focus on Quality of Materials and Craftsmanship: Detail the superior materials and the skill involved in the handmade process. This justifies the premium nature of the product.
• •Maintain a Tone of Understated Confidence: The brand's reputation speaks for itself. The copy should be assured and authoritative without being arrogant, reflecting the quiet elegance of the product.

Social Perception

Luxury & Premium, Quintessentially British, Symbol of Quality & Durability, Investment Piece, Traditional & Classic, Trusted & Reputable

Copy Examples

• •Headline: Enduring Craftsmanship, Timeless Protection. Since 1868. Body: For over 150 years, Fox Umbrellas has been synonymous with unparalleled British craftsmanship. Each umbrella is meticulously handcrafted in England, a testament to a legacy of quality that shields you from the elements in timeless style. Discover the enduring difference.
• •Headline: More Than an Umbrella. A Statement. Body: A Fox Umbrella is an investment in heritage and a mark of distinction. Fashioned from the finest materials by skilled artisans, it’s an accessory that speaks of quiet confidence and discerning taste. Elevate your every journey.
• •Headline: The Art of Staying Dry, Perfected Since Victorian Times. Body: Experience the culmination of generations of expertise. Our umbrellas are not merely made; they are composed, piece by piece, with an unwavering attention to detail that has defined Fox Umbrellas since 1868. True British luxury, built to last.
• •Headline: Handcrafted for a Lifetime of Rainy Days. Body: Each Fox Umbrella is a promise of quality, from the robust frame to the individually selected handle. We continue to honour traditional techniques, ensuring your umbrella is not just a purchase, but a companion for years to come.
• •Headline: The Measure of a Gentleman: A Fox Umbrella. Body: In a world of fleeting trends, some traditions endure. A Fox Umbrella, handcrafted in England, remains the choice for those who appreciate the lasting value of superior quality and impeccable style. Embrace the legacy.