Brand Tone

Professional & Authoritative, Adventurous & Aspirational, Technical & Innovative, Confident & Reliable, Respectful

Brand Values

• •Performance & Quality
• •Innovation
• •Trust & Heritage
• •Sustainability & Responsibility
• •Safety & Protection
• •Authenticity

Best Practices

• •Emphasize \"Trusted by Professionals\": Consistently weave in the narrative of professionals (sailors, skiers, mountain guides, tradespeople) relying on HH gear. Use testimonials, imagery, and stories featuring these experts. This reinforces authority and reliability.
• •Highlight Performance and Technical Features: Don't just say it's waterproof; explain *how* (e.g., \"Our Helly Tech® Professional fabric offers extreme waterproofing and breathability, keeping you dry and comfortable through torrential downpours and high-output activities.\"). This speaks to the innovative and technical aspect of the brand.
• •Use Strong, Active Language: Employ verbs and descriptions that evoke adventure, resilience, and confidence. Words like \"conquer,\" \"master,\" \"unwavering,\" \"engineered,\" and \"proven\" align with the brand’s robust image.
• •Integrate Scandinavian Heritage & Design Subtly: While the focus is on performance for the NZ market, occasional nods to Norwegian heritage or the clean, functional aspects of Scandinavian design can reinforce authenticity and quality (e.g., \"Inspired by Scandinavian minimalist design, our new Queenstown store lets the product do the talking.\").
• •Showcase Sustainability as a Value, Not Just a Feature: Frame sustainability efforts around the core values of durability, longevity, and protecting the environments where the gear is used. This connects to respect for nature and responsible adventuring.

Social Perception

High-Quality and Durable, Professional Grade, Premium Brand, Reliable in Harsh Weather, Traditional yet Innovative, Growing Awareness of Sustainability

Copy Examples

• •Headline: Conquer the Coastline. Trust Helly Hansen. Body: From bracing southerlies to unpredictable squalls, New Zealand's waters demand respect. Our professional-grade sailing gear, born from 140 years of Norwegian expertise, offers the unwavering protection and innovative performance you need to navigate with confidence. Stay dry, stay focused, stay in command. #HellyHansenNZ #TrustedByProfessionals #SailPerformance
• •Headline: Peak Performance, Whatever the Forecast. Body: The mountain calls. Answer it with Helly Hansen. Engineered for New Zealand’s alpine extremes, our ski and outdoor apparel integrates cutting-edge technology with rugged durability. From first tracks to backcountry expeditions, experience gear that helps you stay and feel alive. Explore the ranges at hellyhansen.co.nz. #HellyHansenNZ #FeelAlive #AlpineProven
• •Headline: Built for the Elements. Designed for Generations. Body: At Helly Hansen, sustainability isn't a trend, it's our heritage. We craft gear that not only performs in the harshest conditions but is also built to last. By choosing durable, repairable, and responsibly sourced apparel, you’re investing in quality that endures, protecting both you and the wild places we love. #HellyHansenNZ #SustainablePerformance #MadeToLast
• •Headline: The Professional's Choice, On Site and At Sea. Body: When your work demands unwavering resilience, so should your gear. Helly Hansen workwear is engineered with the same commitment to protection and performance that sailors and mountaineers have trusted for decades. For uncompromising safety and all-day comfort in New Zealand's toughest job environments. #HellyHansenWorkwearNZ #ProfessionalGrade #SafetyFirst
• •Headline: Innovation Woven In. Adventure Sewn Through. Body: For over a century, Helly Hansen has pushed the boundaries of outdoor apparel technology. From our Lifa® base layers to our Helly Tech® waterproof membranes, every stitch is a testament to our dedication to keeping you protected and comfortable. Experience the difference innovation makes on your next New Zealand adventure. #HellyHansenTech #OutdoorInnovation #NZAdventure