Brand Tone

Adventurous, Action-Oriented, Cheeky, Playful, Authentic, Down-to-Earth, Confident, Performance-Driven, Passionate, Inspiring

Brand Values

• •Performance & Quality
• •Adventure & Action Sports Culture
• •Connection to Nature
• •Fun & Playfulness
• •Sustainability & Ethical Production

Best Practices

• •Use humor, but always highlight the tangible benefits of merino wool.
• •Connect the product benefits with the outdoor enthusiast's love for nature.
• •Subtly showcase the brand's New Zealand origins and adventurous spirit.
• •Maintain a down-to-earth, unpretentious tone.
• •Focus on the feeling and freedom the gear provides.

Social Perception

High-Quality, Technical, Stylish, Modern, Ethical, Sustainable Leader, Authentic New Zealand Brand, Premium Priced but Worth It, Community-Focused

Copy Examples

• •"Gear up for your next adventure with Mons Royale's merino wool apparel."
• •"Experience the perfect blend of style and performance with our versatile designs."
• •"Stay comfortable and protected in any condition with our high-quality merino wool."
• •"Join the Mons Royale community and share your love for the outdoors."
• •"Discover the benefits of sustainable and ethical merino wool production."