Brand Tone

Knowledgeable & Passionate, Quality-Focused, Adventurous & Modern, Reliable & Trustworthy, Slightly Understated/Chic

Brand Values

• •Quality and Functionality
• •Authenticity
• •Customer Enrichment
• •Discovery
• •Reliability and Service
• •Passion for Fashion & Outdoors

Best Practices

• •Stay True to Your Roots: Always circle back to the core of what INS STORE represents – authentic, functional, and stylish outdoor-inspired apparel. Let this passion shine through.
• •Emphasize Quality and Functionality: Consistently highlight the craftsmanship, durability, and practical features of the products. Use descriptive language that conveys these attributes (e.g., "rugged," "weather-resistant," "articulated fit").
• •Speak to the Lifestyle: Connect with the customer's adventurous spirit and appreciation for modern design. Use language that evokes experiences, whether it's a mountain hike or navigating the urban landscape.
• •Maintain Clarity and Professionalism: While being passionate, ensure copy is clear, concise, and error-free. This reinforces the brand's reliability and trustworthiness.
• •Use High-Quality Visuals to Complement Copy: Ensure that the tone of the imagery on the website and social media aligns with the textual copy – clean, authentic, and showcasing the products in relevant contexts. The copy should enhance the story the visuals tell.

Social Perception

Highly Positive for Service, Trusted Source for Outdoor Brands, Good Quality Products, Niche Specialist

Copy Examples

• •Headline: Adventure-Ready. City-Approved. Body: Discover Gramicci's latest collection at INS STORE. Engineered for the wild, styled for your world. Durable, comfortable, and effortlessly cool. Shop now and embrace the elements. Tone: Adventurous, Quality-Focused, Modern.
• •Headline: Beyond the Trail: Wild Things Has Arrived. Body: It's more than just gear; it's a statement. Wild Things apparel, known for its robust functionality and sharp design, is now available. Find pieces that move with you, from mountain peaks to city streets. Tone: Passionate, Knowledgeable, Stylish.
• •Headline: Curated for Your Journey. Body: At INS STORE, we handpick every item from leading global outdoor brands. We believe in quality that lasts and style that inspires. Explore our new arrivals and find your next favorite piece. Tone: Quality-Focused, Trustworthy, Inspiring.
• •Headline: The Best of the Outdoors, Delivered. Body: Why wait for your next adventure? Get top-tier outdoor fashion from brands like OOFOS, Matador, and HydroFlask shipped quickly to your door. INS STORE: Your trusted source for authentic, functional style. Tone: Reliable, Efficient, Authentic.
• •Headline: Function Meets Fashion: The INS STORE Standard. Body: We're passionate about bringing you apparel that doesn’t compromise. From technical outerwear to everyday essentials, experience the perfect blend of performance and modern aesthetics. Explore brands that share our commitment to excellence. Tone: Knowledgeable, Passionate, Quality-Focused.