Brand Tone

Respectful & Appreciative (of Nature), Functional & Practical, Inspirational & Enabling, Authentic & Honest, Community-Oriented, Calm & Considered, Knowledgeable & Educational

Brand Values

• •Sustainability & Responsibility
• •Durability & Longevity
• •Functionality & Simplicity
• •Love & Respect for Nature
• •Innovation
• •Community & Inclusivity

Best Practices

• •Prioritize Nature and Experience Over Product Features Alone: While features are important, frame them within the context of how they enhance the outdoor experience or contribute to sustainability. Talk about the feeling of being in nature.
• •Use Authentic, Grounded Language: Avoid overly trendy slang or marketing hype. The tone should be honest, respectful, and thoughtful. Let the quality and heritage speak.
• •Emphasize Durability and Timelessness: Consistently highlight that products are built to last, countering fast fashion and disposable culture. Use words like "generations," "lifelong," "enduring."
• •Weave in Sustainability Naturally: Don't just state you're sustainable; explain how (e.g., specific materials, repair services, initiatives). Make it an integral part of the product story, not an afterthought.
• •Foster Community and Inspiration: Encourage user stories and share experiences. Position the brand as an enabler of outdoor life and a hub for like-minded individuals. Use inclusive language that welcomes everyone to the outdoors.

Social Perception

High Quality & Durable, Sustainable Leader, Iconic & Stylish (especially Kånken), Trustworthy & Reputable, Authentically Outdoorsy, Community-Focused, Expensive but Worth It (for many)

Copy Examples

• •Headline: Built for a Lifetime of Adventures. Not a Season. Body: Our G-1000 fabric isn't just material; it's a promise of countless sunrises, challenging trails, and quiet moments in nature. Designed for durability, repairable for longevity. Because the most sustainable journey is the one that lasts. #Fjallraven #TimelessGear
• •Headline: Breathe In Nature. Tread Lightly. Body: We believe accessing the wonders of the wild comes with a responsibility to protect it. That's why every seam, every material, every design choice is made with the Earth in mind. Explore with us, consciously. #SustainableOutdoors #RespectNature
• •Headline: More Than a Backpack. It's Your Companion. Body: From city commutes to mountain peaks, the Kånken has carried stories for generations. Simple, functional, and ready for wherever your path leads. What story will yours tell? #KankenLove #MyFjallraven
• •Headline: The Wild Awaits. We'll Help You Get There. Body: Whether you're a seasoned trekker or taking your first steps into the wilderness, our gear is designed to make you feel secure and at home in the outdoors. Discover the right equipment and inspiration to embrace your next adventure. #NatureIsWaiting #FjallravenExperience
• •Headline: Our Commitment Runs Deeper Than a Trend. Body: For over 60 years, sustainability hasn't been a buzzword, it's been our way of working. From pioneering eco-friendly materials to supporting Arctic fox conservation, we're dedicated to leaving a positive trace. Learn more about our journey. #ArcticFoxInitiative #ForeverNature