Brand Tone

Adventurous & Enthusiastic, Practical & Solution-Oriented, Approachable & Community-Focused, Confident & Knowledgeable

Brand Values

• •Innovation
• •Quality & Reliability
• •Practicality & Functionality
• •Accessibility/Value
• •Authenticity
• •Adventure & Freedom

Best Practices

• •Speak from Experience: Use language that reflects genuine backcountry knowledge and understanding. Share anecdotes or scenarios where the gear is crucial, mirroring the "solving backcountry problems" ethos.
• •Emphasize "Stoke" and Adventure: Infuse copy with enthusiasm for the outdoors and the thrill of exploration. Use words like "adventure," "explore," "stoked," and "roam free" to connect with the audience's passion.
• •Be Solution-Oriented and Confident: Clearly communicate how each product solves a specific problem or enhances the backcountry experience. Convey confidence in the gear's reliability and performance.
• •Maintain an Approachable, "Real People" Voice: Write as if you're talking to a fellow enthusiast. Be direct, honest, and avoid overly corporate jargon. Invite interaction and feedback.
• •Visually Reinforce the Message: Ensure that imagery and videos consistently depict the gear in authentic outdoor settings, being used by people who embody the adventurous spirit of the brand. Match the rugged, capable aesthetic of the products.

Social Perception

Positive for Practicality and Value, Trusted for Backcountry Needs, Innovative Problem Solvers, Growing Brand

Copy Examples

• •When the trail throws the unexpected, be ready. Our Backcountry Chainsaw is compact, tough, and designed by riders who’ve been there. Don’t let a fallen log cut your adventure short. #MountainLabGear #RoamFree #BackcountryReady #ProblemSolved
• •Darkness falls fast in the mountains. Light up your ride home with the X2000 Lumen Flashlight. Powerful, reliable, and tested in the Canadian backcountry so you're never left in the dark. Adventure on, worry less. Shop now! #MountainLab #RidePrepared #NightRiding #OutdoorGear
• •Gear That Gets It. Born from real backcountry missions, built to solve real problems. Mountain Lab: Innovative. Indispensable. Ready for anything. #GetStoked #MountainLabCanada
• •What’s in Your Pack? Essentials for the Unpredictable. (Body copy then features a few key products like a first aid kit and multi-tool).
• •We’ve all been there – miles from anywhere, wishing we had *that one tool*. That’s why we designed the Enduro Tool Kit. Every piece is something we’ve needed ourselves. Built tough, because your adventure depends on it. #MadeForMountains #MountainLabExperience