Brand Tone

Playful, adventurous, and confident. Bold and bright, balancing fun with performance. Cheeky, energetic, and aspirational, geared towards mountain sports enthusiasts with an undercurrent of 'playful grit.' Avoids overly technical language, celebrating the joy and lifestyle of action sports.

Brand Values

• •Performance & Quality: High-performance technical Merino apparel that is durable, comfortable, and functional.
• •Sustainability & Ethics: Commitment to social and environmental responsibility, ZQ Merino, B Corporation certification.
• •Adventure & Action Sports Lifestyle: Inspiring a life of action and adventure.
• •Style & Versatility: Fashionable and versatile apparel for both peak performance and casual wear.
• •Authenticity & Community: Connecting with the community of riders and outdoor enthusiasts.

Best Practices

• •Embrace the 'Playful Grit': Don't be afraid to be a little cheeky, bold, and energetic in your language.
• •Connect product benefits to the feeling of being outdoors and pushing limits.
• •Weave in Sustainability Naturally: Talk about your ethical choices and B Corp status as a proud part of who you are, not just a footnote.
• •Stay True to Your Roots: Remember the Wanaka origin story and the founders' passion.
• •Use colloquial language and a direct address to connect with your audience.

Social Perception

High-quality, performance-oriented, stylish, comfortable, ethical, sustainable leader, premium pricing, authentic, rider-focused.

Copy Examples

• •First on, last off, always awesome.
• •Gear up, get out, and don't f*ck the planet.
• •Join the flock.
• •Mons Royale: Performance & Style for Mountain Life
• •Embrace the Ride. Embrace the Style. Embrace Mons Royale.