Brand Tone

inspirational, adventurous, and personal, driven by the authentic voice of the founder, using encouraging and passionate language.

Brand Values

• •Adventure
• •Passion
• •Inspiration
• •Authenticity

Best Practices

• •Always Lead with the Story: Every piece of copy should connect back to the core narrative of adventure and personal experience. Use the founder’s journeys as the primary source of content and inspiration.
• •Speak from a Personal Perspective: Use "I" and "my" when recounting stories from the founder's blog or social media. This maintains the authentic, personal tone of the brand. For brand-wide messages, use "we" to foster a sense of the "Rappel Family" community.
• •Use Inspirational and Action-Oriented Language: Employ words like "explore," "discover," "conquer," "adventure," and "journey." The copy should motivate the audience to get outside, not just to buy a product.
• •Integrate User-Generated Content: Encourage customers to share photos of their adventures using a specific hashtag. Featuring their stories will reinforce the community value and show that the brand is for everyone, not just elite mountaineers.
• •Ensure Visual and Textual Consistency: The adventurous, high-quality imagery from the founder's travels should always be paired with copy that reflects the same spirit. The text must match the ambition and beauty of the visuals.

Social Perception

Perceived as an extension of the founder's adventurous lifestyle; a small, passion-driven project fostering a sense of community and providing aspirational connection to adventure. The absence of negative reviews suggests a satisfied, albeit likely small, customer base.

Copy Examples

• •It's more than a cap. It's a reminder that the mountains are calling. Our INCA Trucker is designed for the trail and inspired by the summit. Where will your next adventure take you? #RappelClothing #HikeInStyle #AdventureAwaits
• •Your adventure checklist: Boots, backpack, and the spirit of exploration. We've got the gear to top it off. Inspired by real climbs and designed for every trailblazer. Shop the collection and be prepared for your next journey. #RappelAdventures #BePrepared
• •From the Tatras Mountains to your next trail. This is gear born from adventure. Wear the story. #RappelClothing
• •That feeling when you're one step closer to the summit. ❤  ✨ #MountainLife #HikingAdventures #RappelClothing #ToLiveToTravel
• •Inspiration for Your Next Adventure Inside... Hi [Name], Every great journey starts with a single step. Our founder is currently tackling the 7 Summits, and that same spirit of determination is stitched into every piece we create. Get ready for your own adventure.