Brand Tone

Aspirational, yet practical and rugged. It is inspirational, confident and authoritative, and technical and tough, empowering users while detailing product robustness.

Brand Values

• •Preparation and Organization
• •Durability and Quality
• •Adaptability and Modularity
• •Passion for the Outdoors
• •Sustainability

Best Practices

• •Lead with the "Why": Always tie the product features back to the core value of enabling better outdoor adventures. Instead of just saying "our bags are organized," say "our bags are organized so you can spend less time stressing and more time outdoors."
• •Use Confident, Action-Oriented Language: Employ strong verbs and a confident tone. Words like "unlock," "master," "conquer," and "endure" align with the adventurous and capable spirit of the brand.
• •Balance Aspiration with Practicality: While inspiring a love for the outdoors, always ground the copy in the practical benefits of the product. The message should be a blend of "dreaming about the mountains" and "here's the tool to get you there efficiently."
• •Incorporate "Rugged" and "Durable" Terminology: Consistently use language that reinforces the toughness of the products. Mentioning specific materials, construction techniques, and the lifetime guarantee in your copy will build trust in the gear's quality.
• •Speak the Language of the Enthusiast: Use terminology that resonates with the target audience (e.g., "dialed in," "base camp," "kit") without overdoing it. This shows that the brand is an authentic part of the outdoor community.

Social Perception

Kitworks is largely positively received by outdoor media and hyper-organized enthusiasts for its innovative, durable solutions. However, there is some skepticism regarding its high price point and perceived necessity among those who feel existing solutions are sufficient.

Copy Examples

• •Headline: Last one on the slopes because you couldn't find your gear? Body: Your best days on the mountain start long before you reach the lift. They start with a kit that's dialed in and ready to go. The Kitworks Gear Tote 55 keeps your boots, helmet, and essentials organized and protected. Pack faster. Ski more. Call to Action: Get Your Kit Together.
• •Subject: The Last Duffel Bag You'll Ever Need. Body: We built the Adventure Duffel for the trips that leave stories to tell. With a bombproof, waterproof base and a modular interior that adapts to any adventure, it's more than a bag—it's your base camp. Stop digging, start doing. Call to Action: Explore the Adventure Duffel.
• •Headline: Built for a Lifetime of Bad Roads and Good Times. Body: From the back of the truck to the backcountry, our Gear Management System is engineered to endure. With a fully recycled 900D ripstop shell and a lifetime guarantee, we dare you to put it to the test. Call to Action: See the System.
• •Headline: Your Gear, Intelligently Organized. Body: The 75L Gear Box is the heart of your outdoor readiness. Its structured, modular design means no more crushed gear or forgotten essentials. With customizable dividers and quick access, you can spend less time packing and more time focusing on the adventure ahead. Call to Action: Customize Your Box.
• •Headline: It's more than just gear. It's peace of mind. Body: We believe the best outdoor experiences are built on a foundation of good preparation. That's why we created Kitworks—to take the chaos out of getting ready, so you can say "yes" to more adventures with confidence. #GoodToGo Call to Action: Share Your #GoodToGo Moment.