Brand Tone

Empowering, Adventurous, Authoritative, Practical, Conscious

Brand Values

• •Safety & Health
• •Adventure & Exploration
• •Self-Reliance & Preparedness
• •Innovation & Quality
• •Environmental Responsibility
• •Community & Giving Back

Best Practices

• •Emphasize Empowerment and Freedom: Consistently frame the product as a tool that enables users to explore without limitation or fear concerning water safety. Use active, inspiring language.
• •Maintain Authority through Facts: Back up claims with specific data (e.g., 'removes 99.99% of viruses') and mention testing standards when appropriate to reinforce trustworthiness.
• •Keep it Simple and Direct for Usage Instructions: When explaining how the product works, use clear, concise, and straightforward language (e.g., 'Fill. Press. Drink.').
• •Weave in Environmental Responsibility: Subtly or overtly remind the audience of the sustainable benefits of using Grayl over single-use plastics and highlight the brand's commitment to conservation.
• •Use Adventurous and Evocative Language for Lifestyle Content: When showcasing the product in use (especially on social media), use vivid descriptions that appeal to the desire for exploration, discovery, and unique experiences. Show, don't just tell, the adventures Grayl enables.

Social Perception

Highly Effective Purifier, Essential Travel/Outdoor Gear, Reliable & Durable, Worth the Investment, Environmentally Conscious Choice, Slight Effort to Use

Copy Examples

• •Headline: Adventure Awaits. Safe Water Guaranteed. Body: Explore fearlessly. The Grayl GeoPress® purifies water from any source in seconds. Pathogens, chemicals, plastics – gone. Just pure, safe hydration, wherever your journey takes you. #GoGrayl #SafeWaterAnywhere
• •Headline: Your World, Unfiltered. (Your Water, Purified.) Body: From remote trails to bustling city taps, trust Grayl to provide clean drinking water. Our OnePress™ technology removes 99.99%+ of viruses and bacteria. Travel smarter, explore further.
• •Headline: Drink Confidently. Explore Endlessly. Body: Don't let water worries hold you back. Grayl purifiers are rigorously tested to protect against the unseen, so you can focus on the unforgettable. Simple, fast, and life-saving.
• •Headline: One Press. Zero Doubts. Infinite Adventures. Body: Ready in 8 seconds, the Grayl purifier is your pocket-sized guardian against waterborne threats. Embrace self-reliance and quench your thirst for adventure, sustainably. Join us in protecting the planet, one refill at a time.
• •Headline: The Clearest Choice for the Wildest Places. Body: Built tough for the demands of the wild. Trusted by adventurers worldwide. Grayl delivers safe, great-tasting water when you need it most. What story will your Grayl tell?