Brand Tone

innovative, reassuring, and slightly nerdy

Brand Values

• •Protection
• •Innovation
• •Quality
• •Comfort

Best Practices

• •Lead with Science, Reassure with Empathy: Always back up claims with data and specifications (e.g., filtration efficiency, testing labs), but frame the message around the human benefit of feeling safe and secure.
• •Embrace the 'Nerd' Factor: Don't shy away from the brand's quirky personality. Use clever, slightly nerdy references (like the narwhal) to connect with an audience that appreciates innovation and intelligence.
• •Focus on the 'Why': The product was created to protect a vulnerable person. This founding story is a powerful asset. Weave this narrative of care and purpose into your copywriting to build an emotional connection.
• •Be Unapologetically a Premium Product: The mask was priced higher than standard masks because it offered more. The copy should reflect this premium positioning, focusing on superior quality, design, and effectiveness rather than price.
• •Highlight Comfort as a Key Differentiator: While protection is the primary value, comfort is a major selling point. Use descriptive language to evoke the feeling of fresh air, a clear field of vision, and a secure, non-irritating fit.

Social Perception

highly effective, albeit unconventional, piece of personal protective equipment

Copy Examples

• •Don't just cover your face. Shield it. In a world of uncertainty, your protection shouldn't be. The Narwall Mask offers an airtight seal and >99% viral filtration for true peace of mind. Breathe easy, knowing you're protected by innovation.
• •For the Über-Protected. (And the Nerds Who Love Them). We took inspiration from the unicorn of the sea to create a mask that's as unique as it is effective. The Narwall Mask combines snorkel-inspired comfort with lab-tested, high-efficiency filtration. Because being safe is always in style.
• •The End of Foggy Glasses and Uncomfortable Breathing. Tired of masks that don't deliver? The Narwall Mask is engineered for comfort and clarity. Its unique design ensures a perfect seal and fresh airflow with every breath. See the difference. Feel the difference.
• •Lab-Tested. Human-Approved. With filters made in the USA and tested to 99.99% viral filtration efficiency, the Narwall Mask is protection you can trust. Designed for those who need it most, and available for anyone who wants the best.
• •Travel with Confidence. Whether you're flying across the country or just navigating your daily life, the Narwall Mask is your personal shield. Its full-face, no-leak design is even cleared for air travel. Your journey to safety starts here.