Brand Tone

Aspirational, yet approachable and community-oriented. It projects a sense of sophisticated outdoor living, appealing to a modern, style-conscious audience. The language is welcoming, inclusive, passionate, and inspiring.

Brand Values

• •Community Building
• •Accessibility to the Outdoors
• •Quality and Curation
• •Holistic Outdoor Experience
• •Stylistic Authenticity

Best Practices

• •Lead with Lifestyle, Not Just Products: Frame your offerings within the context of the experiences they enable. Instead of "We sell tents," try "Your home under the stars."
• •Maintain a Consistent, Aspirational Tone: Use language that is inspiring and paints a picture of a desirable outdoor lifestyle, but keep it grounded and accessible to a broad audience.
• •Emphasize Community and Connection: Highlight events, collaborations, and customer stories to reinforce the brand's role as a community hub. Use inclusive language that makes everyone feel welcome.
• •Showcase Quality and Curation: When describing products, use specific details that convey quality and craftsmanship. Mention the "why" behind your selection to build trust and authority.
• •Use High-Quality Visuals with Engaging Captions: Your imagery sets the tone. Accompany your beautiful photos and videos with captions that tell a story, ask questions, and encourage interaction.

Social Perception

NorMo Ayase Garage is widely perceived as a "destination" and an "experience" rather than just a store. It is seen as a "camper's dream space" where visitors can immerse themselves in the outdoor lifestyle. The cafe (Peg COFFEE) is praised for its delicious food and spacious atmosphere, the retail shop for its curated selection, and the sauna for its unique relaxation offering. Events contribute to its image as a vibrant community hub, overall seen as stylish, high-quality, and welcoming.

Copy Examples

• •Your next adventure is waiting. Our new custom-rigged van is fully equipped for the open road and designed for unforgettable memories. Where will you go first? #NorMoAyaseGarage #VanLife #OutdoorAdventure
• •Gear up for the season with our latest curated collection. From high-performance outerwear to handcrafted camping essentials, we've selected only the best for your outdoor pursuits. Explore the new arrivals in-store and online.
• •Join our community of creators and outdoor lovers at our next Flea Market! Discover unique, pre-loved gear, handcrafted goods, and connect with fellow enthusiasts. Good vibes and great finds guaranteed. See you at the Garage!
• •Fuel your adventures. Our Peg COFFEE serves up specialty coffee and hearty burgers, made with locally sourced ingredients. The perfect spot to plan your next trip or unwind after a day outdoors.
• •Escape the city and find your moment of peace. Our outdoor sauna is the ultimate relaxation experience. Book your session and discover the art of 'totonou' (a state of deep relaxation). #Sauna #OutdoorLiving #Wellness