Brand Tone

Authentic, Compassionate & Ethical, Adventurous & Outdoorsy, Appreciative of Craftsmanship, Connected & Community-Oriented, Slightly Understated & Humble

Brand Values

• •Ethical Production & Fair Trade
• •Social Responsibility
• •Handmade Quality & Craftsmanship
• •Love for Nature & Adventure
• •Authenticity & Transparency
• •Community & Connection

Best Practices

• •Storytelling is Key: Always weave in elements of the brand's origin, the artisans, and the connection between Nepal and Lofoten. This reinforces authenticity and ethical values.
• •Emphasize "Handmade" and "Designed in Lofoten": These phrases are crucial differentiators and speak to quality, craftsmanship, and the brand's unique identity.
• •Use Authentic, Nature-Inspired Imagery: Visuals should consistently reflect the adventurous, outdoor spirit of the brand, often showcasing the Lofoten landscape or the products in use in natural settings.
• •Maintain a Respectful and Appreciative Voice: When talking about the artisans in Nepal, the tone should always be one of respect, partnership, and appreciation for their skill.
• •Engage with the Community: Actively engage with users who share their Haddock experiences, especially those in outdoor and adventure communities. This fosters a sense of belonging and reinforces the brand's connection to these lifestyles. When using user-generated content (like from TikTok), ensure it aligns with the brand's values.

Social Perception

Positive Association with Ethical Practices, Appreciation for Quality and Uniqueness, Connection to Norwegian/Scandinavian Lifestyle, Niche Brand

Copy Examples

• •Headline: Beyond the Beanie: A Story Woven in Every Stitch. Body: "From the majestic peaks of the Himalayas to the rugged coastline of Lofoten, each Haddock hat carries a tale of community, craftsmanship, and a shared love for the wild. Wear a piece of authentic connection. #HaddockHeadwear #HandmadeInNepal #DesignedInLofoten" Tone: Authentic, Appreciative of Craftsmanship, Connected.
• •Headline: Warm Hands, Warm Hearts, Warm Heads. Body: "Our beanies do more than brave the cold. They empower artisans in Nepal with fair wages and support local schools. Choose headwear that makes a difference. #EthicalFashion #HaddockValues #SupportArtisans" Tone: Compassionate & Ethical, Community-Oriented.
• •Headline: Engineered in Lofoten. Tested by Adventure. Loved Worldwide. Body: "Whether you're scaling a summit or navigating city streets, Haddock headwear is designed for life's journeys. Hand-knitted durability meets Nordic design. Where will your Haddock take you? #AdventureReady #OutdoorGear #LofotenDesign" Tone: Adventurous & Outdoorsy, Appreciative of Craftsmanship.
• •Headline: More Than Just Wool: It's a Promise. Body: "A promise of quality, of ethical practices, and of a deep respect for the people and places that inspire us. Discover the Haddock difference, from the Himalayas to your head. #HaddockStory #CraftedWithCare #WearYourValues" Tone: Authentic, Ethical, Appreciative of Craftsmanship.
• •Headline: The Spirit of the North, Knitted by Hand. Body: "Each Haddock piece is a unique creation, designed in the heart of Norway's Lofoten Islands and brought to life by skilled artisans in Nepal. Embrace warmth, tradition, and the call of the wild. #NordicInspired #HandKnitted #HaddockHeadwear" Tone: Adventurous & Outdoorsy, Appreciative of Craftsmanship, Authentic.