Brand Tone

Passionate & Enthusiastic, Adventurous & Action-Oriented, Community-Focused & Inclusive, Youthful & Stylish, Approachable & Value-Conscious

Brand Values

• •Passion for Snowmobiling
• •Quality & Functionality
• •Style
• •Affordability/Value
• •Inclusivity & Community
• •Freedom & Free-Thinking
• •Customer Satisfaction

Best Practices

• •Embrace the "Rider First" Language: Use terms and phrases that resonate with snowmobilers (e.g., "shred," "backcountry," "first tracks," "sled life"). Speak their language authentically.
• •Balance Performance with Personality: While highlighting technical features (like POWTEC™ material, waterproofing ratings), always inject the brand's passion, enthusiasm for style, and sense of adventure. Don't let technical jargon overshadow the excitement.
• •Show, Don't Just Tell, the "Free-Thinking Value": Incorporate a sense of freedom, individuality, and breaking away from the norm in your messaging. Use active verbs and inspiring calls to action.
• •Maintain an Inclusive and Welcoming Voice: Reinforce the "inviting everybody, excluding nobody" philosophy in your communications, making the brand feel accessible to a wide range of snowmobilers, from seasoned pros to enthusiastic newcomers.
• •Visually Align Copy: Ensure that the energy and style conveyed in the copy are consistently matched by the accompanying visuals (action shots, vibrant designs, community photos) across all platforms. The copy should enhance the visual story.

Social Perception

Positive for Value and Style, Growing Brand with Expanding Reach, Mid-Tier Quality Perception (by some), Engaged Community (Online), Swedish Design Appeal

Copy Examples

• •Tear up the backcountry, not your gear. Jethwear: Built for the ride, designed for your style. #Jethwear #SnowmobileFreedom #RideAnExperience
• •Unleash your inner freerider with The One Monosuit. Packed with [mention key features like 20K waterproofing/POWTEC material], it’s engineered to keep you warm, dry, and looking sharp from first tracks to last light. Because adventure shouldn’t break the bank. Ride on.
• •New to the sled life? Welcome to the Jethwear family! We craft gear that’s as stoked for the snow as you are – without the intimidating price tag. Gear up, get out, and feel the freedom. #JethwearCommunity #Snowmobiling #AffordableStyle
• •Fresh Tracks, Fresh Threads: The New Jethwear Collection is HERE! 🔥
• •Born from passion, built for every rider. Discover the Jethwear story and gear up for your next adventure. Rooted in the free-thinking values of snowmobiling.