Brand Tone

aspirational, encouraging, and practical

Brand Values

• •Accessibility
• •Dependability
• •Passion for the Outdoors
• •Convenience

Best Practices

• •Lead with the "Why," Not Just the "What": Instead of only listing product features (the "what"), start with the experience it enables (the "why"). Frame copy around concepts like "confidence to explore," "unforgettable moments," and "igniting passion."
• •Use Action-Oriented Language: Employ strong verbs that inspire action and movement. Words like "Discover," "Gear Up," "Explore," "Embrace," and "Unleash" align with the adventurous spirit of the brand.
• •Maintain a Balance of Aspiration and Practicality: Pair inspiring, emotional language with clear, practical benefits. For example, "Chase the horizon (Aspiration)... with our fully waterproof, lightweight pack that won't weigh you down (Practicality)."
• •Incorporate "Adventure for All": Consistently weave the values of accessibility and inclusivity into the messaging. Highlight gear for different skill levels, budgets, and activities—including pet-friendly options—to reinforce the "something for everyone" promise.
• •Develop a Consistent Keyword List: Use a core set of keywords across all platforms (website, blog, social media) to reinforce brand identity. Based on current usage, this list should include: adventure, outdoor, camping, hiking, explore, gear, quality, dependable, essentials.

Social Perception

Currently neutral to limited due to low brand awareness, newcomer status, lack of community engagement, and being product-centric rather than a lifestyle brand.

Copy Examples

• •Your adventure is calling. Our new ultralight backpacking tent is designed for those who chase the sunrise and sleep under the stars. Durable, easy to set up, and ready for any trail. Where will you take it first? #GearUp #Jimboree2020 #ExploreMore
• •Don't Just Dream of Adventure. Live It.
• •Quality Gear for Unforgettable Moments. Your Outdoor Story Starts Here.
• •Adventure is better with your best friend. Our tactical dog harnesses and durable leashes are built to keep your furry companion safe and comfortable on any trail. Shop the pet collection at Jimboree2020 and make every outing a shared adventure.
• •Taste the wild. Our compact, all-in-one cookware set is engineered for the modern explorer. From a hot morning coffee to a hearty evening meal, enjoy delicious food anywhere the trail takes you. Lightweight, durable, and ready for your next culinary adventure under the stars.