Brand Tone

Authentic & Relatable, Community-Focused & Inclusive, Energetic & Youthful, Confident & Straightforward, Slightly Irreverent & Playful

Brand Values

• •Community & Connection
• •Functionality & Durability
• •Authenticity & Integrity
• •Style & Self-Expression
• •Inclusivity
• •Social Responsibility & Sustainability (Emerging)
• •Innovation & Quality

Best Practices

• •Know Your Roots, Speak Their Language: Always remember Huffer's origins in skate/snow culture and its New Zealand heritage. Use relatable, slightly informal language where appropriate, but always maintain clarity and confidence. Avoid overly corporate jargon. Think 'mates talking to mates.'
• •Community First: Frame messaging around inclusivity and shared experiences. Use terms like 'Huffer Fam,' 'crew,' 'get amongst it.' Highlight user-generated content and stories that reflect the community vibe.
• •Balance Function with Attitude: Clearly communicate the practical benefits (warmth, durability, weather resistance) but inject Huffer's confident, slightly rebellious, and fun-loving personality. It’s not just what the product *does*, but how it makes you *feel*.
• •Stay Authentic and Transparent: Be genuine in your communication. If you're highlighting sustainability efforts, be specific and honest. If you're talking about an event, make it sound like a genuine invitation. Avoid hype that doesn't align with the brand's down-to-earth nature.
• •Visuals and Voice Alignment: Ensure the tone of the copy is consistently reflected in the visual elements used in campaigns, social media, and on the website. The 'cool kid charm' and 'laidback nature' seen in visuals should be matched by an equally cool and approachable voice.

Social Perception

Iconic New Zealand Brand, Quality Outerwear (especially Puffers), Community-Oriented, Youthful and Trendy, Evolving Brand, Generally Positive, Some Price/Value Questions, Authentic and Approachable

Copy Examples

• •Headline (Puffer Jacket): Chills? Nah. Adventures? Yah. Our [Product Name] Puffer. Built for Kiwi winters, ready for anywhere.
• •Social Media Post (New Collection): New drop just landed! Fresh threads to keep you looking sharp and feeling good, whether you're hitting the streets or the summit. Get amongst it, Huffer fam. #HufferLife #NZStreetwear
• •Product Description (Hoodie): Your new go-to. Seriously comfy, looks damn good. Made for those days when you just want to throw something on and own it. Because life’s too short for average hoodies. #HufferEssentials
• •Email Subject Line (Sale): Heads Up! Your Fave Huffer Gear Just Got Friendlier (On Your Wallet 😉)
• •About Us Snippet: Born from cold mornings on the mountain and late nights in the city. Huffer’s been about good times, great gear, and even better people since '97. We make stuff that works, lasts, and lets you be you. Welcome to the crew.