Brand Tone

Authoritative & Knowledgeable, Passionate & Authentic, Adventurous & Aspirational, Rugged & Resilient, Community-Oriented & Inclusive, Responsible & Ethical, Proudly New Zealander

Brand Values

• •Performance & Durability
• •Innovation
• •Sustainability & Environmental Stewardship
• •Authenticity (New Zealand Roots)
• •Community Focus
• •Passion for the Hunt & Outdoors
• •Customer Satisfaction

Best Practices

• •Emphasize NZ Roots: Consistently reference New Zealand conditions, designed and tested in NZ, or Kiwi ingenuity to reinforce authenticity and specialized design.
• •Balance Technical Specs with Tangible Benefits: Explain what features like HYDRAFUSE™ or Desolve® Camo do for the hunter (e.g., stay bone-dry, blend seamlessly, move without restriction).
• •Integrate Sustainability Naturally: Weave sustainability messages into product descriptions and brand stories, not just as a separate section. Highlight how eco-conscious choices don't compromise performance.
• •Use Strong, Evocative Language: Employ words that convey ruggedness, adventure, resilience, and passion (e.g., unforgiving terrain, relentless pursuit, wild heart).
• •Foster Community Through Storytelling: Encourage and feature user-generated content, share hunting stories (ethically), and highlight community initiatives to reinforce the by hunters, for hunters ethos.

Social Perception

Customers: View Hunters Element as a premium, reliable New Zealand brand that produces high-performance, durable hunting gear well-suited to local conditions. They appreciate the technical features, comfort, and the brand's commitment to sustainability. The Kiwi-made (designed and tested) aspect is a strong positive. Wider Public/Industry: Recognized as a leading and innovative hunting apparel company in New Zealand with a significant and growing presence in Australia and other markets. Their strong stance on sustainability and conservation efforts (like the Leave Only Trails Fund) likely garners respect both within and outside the direct hunting community. Their products are seen as high-quality and purpose-built.

Copy Examples

• •Headline: Conquer the Wilds. Comfortably. Body: Born in NZ's rugged heartland, our [Specific Jacket Name] combines advanced HYDRAFUSE™ waterproofing with a design that moves with you. Hunt longer, explore further, and trust gear that’s as resilient as you are. #HuntersElement #NZMadeTough #ExploreFurther
• •Headline: Gear Up for Good. Body: Every stitch counts, not just for performance, but for the planet. Our new [Specific Pant Name] features recycled materials, delivering the durability you demand with a lighter footprint. Because the best hunts leave only trails. #SustainableHunting #HuntersElement #ProtectOurWild
• •Headline: The Mountain Calls. We’ve Got You Covered. Body: From Fiordland rain to Kaimanawa chill, Hunters Element is designed and thrashed in New Zealand's toughest terrains. Experience gear that works, so you can focus on the moment. #NZHunting #ElementProof #PerformanceGear
• •Headline: Your Story Starts Here. Body: The pre-dawn silence, the challenging stalk, the shared success. We build gear to be part of your unforgettable moments. What’s your #HEAdventure? Share your journey with the Element community. #HuntLonger #HuntingCommunity
• •Headline: Innovation in Every Fibre. Body: Twenty years of relentless development means gear that anticipates your needs. Our Desolve® Veil™ camo and breathable layers offer unparalleled concealment and comfort, letting you become part of the landscape. #HuntersElement #TechnicalHunting #Innovation