Brand Tone

Adventurous, Rugged, Authentic, Heritage-Inspired, and Aspirational. Bold, confident, inspiring, appealing to a sense of freedom, discovery, and ambition, while incorporating elements of storytelling, tradition, and craftsmanship.

Brand Values

• •Adventure
• •Resilience
• •Freedom
• •Authenticity
• •Global-Mindedness

Best Practices

• •Embrace Storytelling: Do not just sell products; sell the story behind them. Connect your apparel to tales of adventure, historical inspiration (the Laskars), or the journeys of your customers. Use your "About Us" page and social media captions to build this narrative.
• •Use a Lexicon of Adventure: Consistently use powerful, evocative words related to travel, exploration, and resilience. Examples include: Navigate, Conquer, Horizon, Uncharted, Endure, Crew, Journey, Expedition, Authentic, Crafted.
• •Speak to the "Crew": Address your audience as a collective of like-minded individuals. Use inclusive language like "our crew," "fellow travelers," and "we" to foster a sense of community and belonging around the brand.
• •Balance Ruggedness with Aspiration: Your tone should be tough but also inspiring. While you highlight the durability and practicality of your products, always link them back to the aspirational lifestyle of freedom and discovery that your customers desire.
• •Maintain Authenticity in All Channels: Ensure the adventurous and authentic tone is consistent everywhere—from the website's microcopy (like button text) to Instagram captions, email newsletters, and customer service responses. Every touchpoint should feel like it comes from Les Laskars.

Social Perception

Perceived as a niche, curated brand for consumers who identify with an adventurous or alternative lifestyle. It targets those drawn to a strong, rugged, clean, and aspirational visual identity, fostering a community or "crew" of like-minded individuals.

Copy Examples

• •Built for the uncharted path. The [Product Name] pack isn't just for carrying your gear; it's for carrying your ambitions. Ready for anywhere. #LesLaskars #AdventureReady #BuiltToLast
• •Dressed for the Journey. Built for the Horizon. Les Laskars crafts timeless apparel for the modern explorer. Your adventure starts here.
• •More Than a Brand. We Are a Crew. Inspired by the resilient spirit of the Laskars, our gear is made for those who navigate their own course. Join a community bound by adventure. Discover our collection. Call to Action: Shop The Story
• •Your Next Adventure is Calling... And we've got the gear to get you there. Open for new arrivals.
• •The [Jacket Name] is your shield against the elements. Crafted from high-density, water-resistant canvas and inspired by the timeless utility of naval outerwear, this piece is designed for endurance. Every stitch tells a story of resilience, ready for you to add your own chapters. From city downpours to coastal winds, navigate your world with confidence.