Brand Tone

Aspirational, rugged, and technical. The language is direct, confident, and focused on performance, durability, and resilience in extreme environments. It aims to empower customers and challenge industry norms by positioning the brand as authentic and purpose-built for the hunting community.

Brand Values

• •Performance and Durability
• •Authenticity
• •Conservation
• •Challenging Stereotypes

Best Practices

• •Always speak to the 'why' by connecting features to core needs like reliability, survival, and success, rather than just listing features.
• •Use aspirational and active language, employing strong verbs and an empowering tone.
• •Continuously reinforce the 'for hunters, by hunters' angle, differentiating PEAX from generic outdoor brands by highlighting gear designed for specific hunting scenarios.
• •Embrace the rugged aesthetic by using language that matches the visual identity, incorporating words like "bombproof," "uncompromising," "relentless," and "fortress".
• •Be authentic and acknowledge the grind of serious outdoor pursuits, positioning the gear as a trusted partner in the struggle.

Social Perception

Generally positive among its user base, with praise for well-built and effective gear. It is seen as a welcome, hunter-focused addition to the outdoor market. However, there is some skepticism from critical customers regarding potential rebranding of third-party products at higher price points, isolated negative reviews concerning durability (specifically trekking poles), and customer service responses to warranty claims, as well as questions about the authenticity of influencer endorsements.

Copy Examples

• •Mainstream gear wasn't built for your hunt. Ours is. PEAX: Thrive on the Mountain.
• •The last mile is lonely. Your gear shouldn't be the thing that fails you. We build for the moments that matter most. #HikeDeeper #PEAX
• •When the storm rolls in ten miles from the nearest road, 'good enough' won't cut it. The Solitude Tipi is your fortress. Engineered with ultralight, bombproof materials, it’s a 4-season shelter that lets you focus on the hunt, not the weather. Because true confidence is born from unwavering reliability.
• •Stop Compromising. Gear Built for the Backcountry.
• •We’re not just another gear company. We’re hunters who got tired of making do with equipment that wasn’t made for us. So we built our own. PEAX exists to create the most durable, reliable, and intuitive backcountry gear on the planet, so you can push your limits with absolute confidence.