Brand Tone

Adventurous & Rebellious, Inspiring & Empowering, Authentic & Community-Focused, Confident & Passionate, Approachable & Friendly

Brand Values

• •Durability & Quality
• •Performance & Functionality
• •Versatility
• •Adventure & Pushing Limits
• •Rebellion & Defiance (Untamed Spirit)
• •Community
• •Sustainability & Ethical Practices

Best Practices

• •Embrace the "Untamed Spirit": Consistently use strong, active verbs and confident language that reflects a rebellious, adventurous, and resilient attitude. Words like "defy," "conquer," "unleash," "bold," and "relentless" can reinforce this.
• •Speak the Climber's Language (Authentically): Incorporate climbing terminology and references where appropriate, but ensure it feels natural and inclusive, not alienating to newer enthusiasts. Show understanding of the climbing culture's values of freedom and simplicity.
• •Highlight Versatility – From Crag to Everyday: Continuously bridge the gap between high-performance climbing gear and apparel suitable for everyday life, emphasizing that Rúngne equips for all of life's "boulder and everyday problems."
• •Be Story-Driven and Personal: Share the stories behind the brand, its Norse inspiration, the team, and the community. Use "we" to connect with the audience and make them feel part of the Rúngne journey.
• •Maintain a Confident but Approachable Demeanor: While the tone is rebellious, ensure it remains inspiring and welcoming. The passion for quality and the climbing lifestyle should shine through without being arrogant. Back up bold claims with genuine product benefits and customer experiences.

Social Perception

Positive Association with Magnus Midtbø, High-Quality Gear, Stylish & Modern, Mid-Range to Premium Pricing, Growing Community, Responsive Customer Service, Concerns about Sizing/Consistency

Copy Examples

• •Headline: Don't Just Climb. Conquer. Body: Your limits are illusions. Our gear isn't. Rúngne is crafted for the ascent, for the untamed spirit that scoffs at "impossible." What's your next mountain? #UntamedSpirit
• •Headline: Built for the Wild. Ready for Anything. Body: From granite crags to city streets, Rúngne moves with you. We blend rugged durability with a style that refuses to be ordinary. Because life’s an adventure, dress accordingly.
• •Headline: They Said It Couldn't Be Done. We Sent It Anyway. Body: That's the Rúngne way. Inspired by the defiant strength of a Norse giant, our apparel is for those who write their own rules and laugh in the face of doubt. Gear up, get out, and prove them wrong.
• •Headline: More Than Apparel. It's Armor for the Bold. Body: Every stitch, every fiber is infused with the spirit of adventure. Rúngne is your trusted partner when you’re hanging by a thread or navigating the everyday grind. Engineered for resilience, designed for the relentless.
• •Headline: Join the Rebellion. Wear Your Spirit. Body: Rúngne isn't just a brand; it's a statement. A community of climbers, dreamers, and doers who refuse to settle. Our latest collection is here – gear that’s as untamed as you are.