Brand Tone

Adventurous, passionate, and community-focused. Enthusiastic and speaks directly to fellow off-road lovers, conveying expertise and a genuine love for the lifestyle. Friendly and engaging, aiming to build a community rather than just sell products.

Brand Values

• •Passion for Adventure
• •Quality and Durability
• •Community
• •Expertise

Best Practices

• •Speak the Language: Use authentic terminology that resonates with the off-roading and overlanding community (e.g., "rig," "trail," "getting sendy," "epic views").
• •Focus on the "Why": Don't just sell products; sell the experience. Talk about the freedom, the adventure, and the memories that the gear enables.
• •Show, Don't Just Tell: Use storytelling in your copy. Instead of saying a winch is powerful, describe a situation where that power was essential.
• •Foster Community: Actively encourage user-generated content. Ask questions, run photo contests, and feature your customers' adventures to make them feel like part of the brand.
• •Maintain Authenticity: The brand's strength is its genuine passion. Every piece of copy should reflect a true love for the off-road lifestyle, avoiding overly corporate or generic marketing language.

Social Perception

Perceived as a specialized and respected supplier within the New Zealand 4WD community, associated with quality products and an authentic passion for the off-road lifestyle. Despite a currently inactive website, an active social media presence helps maintain connection, with customers viewing the brand as genuine enthusiasts.

Copy Examples

• •Your Adventure Starts Here. Don't let anything hold you back from your next escape. With our range of durable rooftop tents, you're always just a few minutes away from the perfect campsite. Built for New Zealand's toughest conditions, because your gear should be as resilient as you are.
• •Where Did Your Weekend Take You? We saw some epic shots from the trails this weekend! Tag us in your adventures for a chance to be featured. Nothing gets us more stoked than seeing our community out there exploring. Let's see those muddy tires and epic views!
• •By Enthusiasts, For Enthusiasts. We're not just a store; we're a part of the off-road community. We've been there—stuck in the mud, celebrating at the summit, and gathered around the campfire. That's why we only stock gear we'd trust on our own rigs. Welcome to the planet.
• •Get Ready to Get Unstuck. The trail can be unpredictable, but your gear shouldn't be. For a limited time, get 15% off all TJM and Warn recovery kits. Be prepared for anything the track throws at you.
• •The Best Views Come After the Hardest Climbs. It's more than just a hobby; it's a way of life. Pushing limits, discovering hidden gems, and earning every single view. Here's to the journey.