Brand Tone

Authentic, Conscious/Responsible, Premium/High-Quality, Inspiring/Adventurous, Knowledgeable/Informative, Resilient/Determined

Brand Values

• •Sustainability & Environmental Stewardship
• •Quality & Durability
• •Performance & Versatility
• •Transparency & Integrity
• •Passion for the Outdoors & Nature
• •Community
• •Innovation

Best Practices

• •Lead with Authenticity: Speak genuinely about your products and your connection to the outdoors. Avoid overly salesy or gimmicky language. Let the natural benefits of merino and your commitment to quality shine through.
• •Emphasize "Sustainable Performance": Consistently link the high-performance aspects of your apparel with its sustainable and ethical origins. This reinforces two of your core brand pillars simultaneously.
• •Educate, Don't Just Sell: Share knowledge about merino wool's benefits, proper care for longevity, and the importance of sustainable choices. This positions Ibex as a trusted expert and builds a deeper connection with consumers.
• •Use Evocative, Nature-Inspired Language: Draw on imagery and feelings associated with the outdoors – adventure, resilience, natural comfort, and respect for the environment. This aligns with the brand's visual identity and values.
• •Maintain a Premium yet Approachable Voice: While Ibex is a high-quality, premium brand, the tone should remain accessible and welcoming to all who appreciate performance, durability, and the outdoors. Avoid jargon where possible, or explain it clearly.

Social Perception

Respected Heritage with a Fresh Start, High-Quality & Effective Products, Expensive but Worth It (for many), Genuinely Sustainable, Knowledgeable Resource, Some Lingering Concerns (but improving)

Copy Examples

• •Headline: Beyond the Trail: Merino That Moves With You. Body: From alpine starts to city streets, Ibex merino wool is engineered by nature and designed for your life. Experience unparalleled comfort, natural performance, and the peace of mind that comes with sustainable choices. #IbexWool #PerformanceNaturale
• •Headline: Wear the Wilderness. Respect It Too. Body: Our commitment to the planet is woven into every fiber. Ibex uses ethically sourced merino wool and sustainable practices, so you can explore the great outdoors knowing your gear gives back. #SustainableStyle #MerinoWool #AdventureMore
• •Headline: Built for the Long Haul. Not Landfills. Body: Tired of gear that gives up before you do? Ibex merino is renowned for its durability and timeless design. Invest in quality that lasts, and join us in choosing less, but better. #BuyLessBuyBetter #IbexDurability #MerinoMasters
• •Headline: The Secret's in the Sheep. (And a Little Smart Design). Body: Nature's original performance fiber, merino wool, offers incredible breathability, temperature regulation, and odor resistance. At Ibex, we just give it the thoughtful design it deserves. Discover the difference. #NaturallyTechnical #IbexInnovation #WoolWorks
• •Headline: From Mountain Peak to Cozy Evening. Effortless Versatility. Body: Ibex isn't just outdoor gear; it's all-day wear. Our merino wool pieces adapt to your environment and your needs, keeping you comfortable and confident wherever your journey takes you. #VersatileWool #IbexEveryday #ComfortInEveryFiber