Brand Tone

Authentic, Professional, and Confident

Brand Values

• •Quality & Durability
• •Authenticity & Experience-Driven Design
• •Customer-Centricity
• •Reliability
• •Community

Best Practices

• •Lead with Authenticity: Always lean into the founder's story. Phrases like "From a 16-year sparky," "Built from on-site experience," or "We know what it's like" reinforce the brand's most unique selling proposition.
• •Use Trade-Specific Language: Continue using industry terms like "crib bag," "FIFO," "job site," and "sparky." This builds an immediate connection with the target audience and shows that the brand is a genuine part of their world.
• •Focus on Durability and Problem-Solving: Every piece of copy should answer the question: "How does this make a tradesperson's life easier or better?" Highlight specific features (e.g., "molded hard base to prevent tip-overs," "lockable zips for security") that solve real-world problems.
• •Maintain a Confident, No-Nonsense Tone: The copy should be direct and to the point. Avoid overly elaborate or flowery language. The tone should reflect the rugged, practical nature of the products and the professionals who use them.
• •Reinforce the "Join the Legion" Community Angle: Use inclusive language that invites customers into a community of like-minded professionals. Phrases like "Welcome to the Legion," "Gear for the modern tradesman," and "Join the ranks" help build a loyal following beyond just a customer base.

Social Perception

Highly positive, centered on trust and product quality. Perceived as trustworthy, high-quality, and specialized, largely due to the founder's authentic story.

Copy Examples

• •Headline: Built for the Boneyard. Not the Boardroom. Body: Your job site doesn't mess around, and neither should your gear. The Legion Premium Tool Bag is constructed from heavy-duty, water-resistant PVC with a reinforced hard base because we know your tools can't afford to take a day off. Designed by a sparky who's been there. Built to last a career.
• •Headline: Your Lunch Deserves to Survive the Shift. Body: Keep your crib fresh from sign-on to sign-off. Our insulated cooler bags are built with the same toughness as our tool bags are dual-layered foam, heavy-duty zips, and a PVC exterior that can handle dirt, dust, and downpours. It's the last crib bag you'll ever need.
• •Headline: Stop Replacing. Start Investing. Body: Tired of tool bags that fall apart after a few months on site? We were too. That's why we back every Legion Gear bag with a 3-year fair use warranty. It's not just a bag; it's a piece of essential equipment. Join the Legion and get gear that works as hard as you do.
• •Headline: From FIFO to the Front Yard. Body: Whether you're on a remote mine site or tackling a weekend project, our Universal Tech Bag keeps your essential tools organized and protected. Compact enough for tight spaces, tough enough for any environment. Designed for the trade, by the trade.
• •Headline: We Speak Your Language. Body: Lockable YKK zips. Reinforced base. Heavy-duty PVC. Clear document pockets. We know what you need because we've been there. Legion Gear was founded by a 16-year electrical veteran to create the gear he always wished he had. Trust a brand that gets it.