Brand Tone

Heritage-focused & Proudly British, Adventurous & Outdoorsy, Stylish & Iconic, Resilient & Innovative, Approachable & Relatable

Brand Values

• •Heritage & Craftsmanship
• •Protection & Durability
• •Innovation & Design
• •Connection with Nature & Outdoors
• •Sustainability & Responsibility
• •Versatility

Best Practices

• •Embrace Heritage with a Modern Twist: Reference the brand's rich history and British roots but frame it in a way that feels relevant and aspirational to today's consumer.
• •Speak the Language of Exploration: Use evocative language that inspires adventure, whether it's a countryside ramble or navigating a rainy city. Focus on the experience the boots enable.
• •Balance Functionality with Fashion: Highlight the protective, weatherproof qualities alongside the iconic style and fashion appeal. Showcase versatility.
• •Be Authentic and Relatable: While aspirational, ensure the tone connects with genuine outdoor moments and everyday life, as seen in recent campaigns aiming for broader relatability.
• •Reinforce Trust and Quality (Conscious of Perception): Given recent concerns, subtly reiterate commitment to craftsmanship and durability where appropriate, and be transparent about sustainability efforts.

Social Perception

Iconic & Classic, Fashion Statement, Premium (with caveats), Trusted Heritage Brand, Associated with British Weather & Lifestyle

Copy Examples

• •Since 1856, crafting the confidence to embrace any forecast. Hunter: Your British Original for every adventure.
• •Muddy fields, city puddles, or wherever life takes you. Step out in iconic style. #HunterBoots
• •Handcrafted for the journey. Designed for the elements. Discover the timeless protection of Hunter.
• •More than just a boot. It's a piece of British heritage, ready for your modern explorations. #HunterOriginals
• •Feel the freedom of the outdoors. Rain or shine, Hunter has you covered with style that endures.