Brand Tone

Aspirational and practical, encouraging and motivational, inspiring users to "go further." It balances an inspiring tone with a practical, feature-focused approach, making technical aspects accessible. The overall feeling is that of a reliable and knowledgeable companion for outdoor activities.

Brand Values

• •Durability and Quality
• •Accessibility and Practicality
• •Adventure and Exploration
• •Customer-Centric Innovation

Best Practices

• •Lead with the "Why": Start with the aspirational benefit (e.g., "Explore further," "Conquer your next peak") before diving into the technical features. Connect the product to the experience it enables.
• •Balance Inspiration with Information: Pair motivational language with clear, concise product details. Use phrases like "so you can" to link a feature to a benefit (e.g., "Made from ultralight aluminum so you can travel further without fatigue").
• •Use Active, Encouraging Language: Employ verbs that inspire action and confidence, such as "discover," "achieve," "ascend," and "explore." Frame the brand as a supportive partner in the customer's journey.
• •Highlight Material and Quality Keywords: Consistently mention key terms like "7075 aluminum," "durable," "ergonomic," and "lightweight" to reinforce the brand's core values of quality and reliability in all communications.
• •Maintain a Consistent Call to Adventure: End posts, ads, and descriptions with a question or statement that encourages exploration and community engagement, such as "Where will #HiprimoGo take you?" or "Share your adventure with us."

Social Perception

Reliable and value-oriented. Customers and the general public perceive Hiprimo as a trustworthy brand that offers good quality products for their price point. It's seen as a dependable provider of essential gear for hiking, camping, and trail running, positioning it as a strong competitor in the mid-range market.

Copy Examples

• •Instagram Post - Headline: Your Peak is Waiting. Body: Every step is part of the story. Our ultra-lightweight, 7075 aluminum trekking poles are designed to give you the stability and support to write your own adventure. Where will you go next? #HiprimoGo #ExploreMore
• •Facebook Ad - Headline: Built for the Trail. Designed for the Rest. Body: From the rugged ascent to the well-deserved break. Hiprimo gear is crafted for durability and comfort, every step of the way. Explore our collection of adventure-ready equipment.
• •Product Description (Trekking Poles) - Headline: Conquer Any Terrain with Confidence. Body: Engineered with aerospace-grade aluminum, our trekking poles offer the perfect balance of strength and feather-light portability. The ergonomic EVA foam grips provide all-day comfort, while the secure locking mechanism ensures unwavering stability on steep inclines and rocky paths. Fold them down to just 40cm and pack for your next adventure. Your journey starts here.
• •TikTok Video Concept - On-screen text: Unfold. Explore. Repeat. Caption: Gear that keeps up with you. #Hiprimo #Trekking #HikingGear #OutdoorAdventure
• •Email Marketing Subject Line - Subject: Gear Up for Your Next Escape | Inside: Durability You Can Trust.