Brand Tone

Adventurous, friendly, family-oriented, enthusiastic, encouraging, anti-digital, wholesome, and accessible.

Brand Values

• •Family Connection
• •Outdoor Exploration & Activity
• •Curiosity and Learning
• •Accessibility
• •Simplicity

Best Practices

• •Use Active, Adventurous Language: Consistently use verbs and nouns that evoke a sense of excitement and exploration (e.g., "discover," "unravel," "journey," "quest," "challenge").
• •Maintain a Friendly and Inclusive Voice: Write as if you are speaking to a friend. Use "you" and "your" to speak directly to the audience and ensure the language is welcoming to all ages and group types.
• •Emphasize the "Why" (The Values): Always circle back to the core values. Remind the audience that this is about more than just a walk; it's about family connection, screen-free time, and creating memories.
• •Ask Engaging Questions: In social media copy, foster a sense of community by asking questions that prompt responses, such as "Who would you take on this adventure?" or "What's your favourite local spot to explore?"
• •Keep it Positive and Upbeat: The brand is about fun and enjoyment. The copy should always be positive, steering clear of complex or negative framing. The focus is on the joy of the journey and the satisfaction of solving the puzzle.

Social Perception

Perceived as a provider of unique and engaging local adventures. Customers and online commentators see it as a healthy, fun, and affordable alternative to more common family outings. It is viewed as a creative way to explore Sydney's suburbs and landmarks. The brand is seen as wholesome and trustworthy, largely due to its origin story and consistent focus on family-friendly fun.

Copy Examples

• •Ditch the screens, discover your city! 🗺️ Tired of the "are we there yet?" chorus? Turn your next family walk into an adventure with Puzzle Trails! Solve clues, uncover mysteries, and explore Sydney's hidden gems together. Our downloadable trails are the perfect recipe for screen-free fun and creating lasting memories. Ready to start your adventure?
• •Adventure is calling! 📞 Our NEW [Trail Name] trail is live! Get ready to crack codes and uncover the secrets of [Location]. Who’s on your puzzle-solving team? Tag your fellow adventurers below! #PuzzleTrailsAU #SydneyAdventures #FamilyFun #ExploreSydney #OutdoorKids
• •Your Team's Next Adventure Awaits. Move your team-building out of the boardroom and onto the streets of Sydney. Our puzzle trails are a unique way to foster collaboration, problem-solving, and a healthy dose of friendly competition. Uncover clues, solve the mystery, and find your way to victory!
• •Need a fun weekend plan? Step 1: Download. Step 2: Explore. Step 3: Solve the mystery! Puzzle Trails: Your Sydney adventure starts here!
• •Ready for Another Adventure, [Customer Name]? The trails are calling! Since you conquered the [Previous Trail Name] mystery, we've cooked up new adventures for you to explore. Why not try our [New Trail Name]? It's packed with curious clues and fascinating local history. Rediscover the joy of exploration and make some new memories.