Brand Tone

Irreverent and Humorous, Authentic and Unpretentious, Adventurous and Passionate, Community-Oriented, and slightly rebellious with a 'tongue-in-cheek' voice.

Brand Values

• •Independence
• •Authenticity and Heritage
• •Adventure and Challenge
• •Community
• •Value and Accessibility

Best Practices

• •Embrace the Pun: The name "Piste Off" is the brand's opening line. Continue using clever, ski-culture-related wordplay. Examples like "Choose Your Line" (ski line vs. lift line) are perfect. This humor makes marketing messages memorable and shareable.
• •Speak "Us vs. Them": Frame the brand as the independent underdog fighting against the giant, impersonal "mega resorts." Use language that reinforces independence, authenticity, and community ownership. Phrases like "Fight The Man," "fiercely independent," and "forget the corporate feel" are central to the brand's story.
• •Talk Like a Local, Not a Corporation: Use a casual, unpretentious, and direct tone. Address the audience as fellow riders ("shred posse," "skier's mountain"). Mention specific, beloved local spots like Rafters Bar to build insider credibility. The contact page's invitation to "say Wuddup" is a perfect example of this approachable tone.
• •Focus on the Experience, Not Just the Product: The apparel is a souvenir of an experience. Connect the products to the feelings and values of skiing at RED —the challenge, the powder, the community, and the lack of crowds. The merchandise allows customers to take a piece of that authentic culture home with them.
• •Be Confident and Cheeky: The brand has a bit of an edge. The copy should be confident, slightly defiant, and fun. Statements like, "Staff will be happy to recommend their favorite runs... but only if you say 'please' and 'thank-you'" perfectly capture this playful authority. This tone shows the brand doesn't take itself too seriously, even as it is serious about skiing.

Social Perception

Perceived as a 'Skier's Mountain' for serious riders seeking challenging terrain and tree skiing. It's seen as authentic, laid-back, and unpretentious, embodying an independent spirit, especially after the 'Fight The Man. Own The Mountain' campaign. Merchandise from Piste Off Supply Co. is viewed as a badge of honor, representing a connection to the RED brand.

Copy Examples

• •Corporate resorts have boardrooms. We have fire pits. Stay warm, stay independent. Our new Monogram Hoody is softer than a powder day. Link in bio to snag yours. #PisteOff #REDMountainResort #FightTheManOwnTheMountain
• •Your helmet feels lonely without it. This classic knit toque is your new go-to for battling morning chill on the way to the lift and hiding your helmet hair at Rafters later. Because your best days end with a beer, not a board meeting. #UnpretentiousSince1906
• •3,850 acres. 5 peaks. Zero lift lines. Some things are worth bragging about. Wear your favorite playground. Shop the new Peaks Tee from Piste Off Supply Co. and represent the best-kept secret in the Kootenays. #REDResort #RosslandBC
• •Out here, 'lines' are things you ski, not wait in. While the mega-passes lead to mega-crowds, we're still fiercely independent and uncrowded. Gear up for a season of real skiing with fresh apparel from Piste Off Supply Co. — built for those who'd rather be on the mountain than in the herd.
• •Nearly 3,000 ft of vertical, 300 inches of snow, and $10 cat-skiing runs. The numbers speak for themselves. We'll stick to the skiing, you can grab the souvenirs. Piste Off Supply Co. — The official gear of not selling out.