Brand Tone

rebellious, customer-centric, and technical

Brand Values

• •Accessibility and Affordability
• •Quality and Performance
• •Community and Co-creation
• •Social Consciousness
• •Innovation

Best Practices

• •Lead with the "Why": Always connect product features back to the core mission. Don't just say it's waterproof; say it's waterproof so that everyone can afford to stay dry on the mountain.
• •Use "Rebel" Language: Incorporate words like "revolutionary," "rebellion," "disrupt," "rethink," and "challenge the status quo" to consistently reinforce the brand's outsider identity.
• •Emphasize Community and "Democracy": Regularly mention the customer voting program in marketing materials. Use inclusive language like "we," "our community," and "designed by you" to make customers feel like insiders.
• •Be Transparent with Technical Details: Don't shy away from specs. Confidently list the technical features of the gear to build trust and prove that affordability does not mean a compromise on quality.
• •Maintain a Confident, Empowering Tone: The brand's voice should be that of a confident leader, not an angry underdog. The tone should empower the customer, making them feel smart for choosing a brand that aligns with their values and budget.

Social Perception

Largely positive reception for its disruptive business model and mission, particularly around its launch. However, there is a limited broad online footprint and low social media visibility, making widespread public opinion difficult to gauge.

Copy Examples

• •Tired of the $1,000 ski kit? So were we.
• •Your vote, your gear. This season's All-Mountain jacket was designed with input from hundreds of skiers just like you. High-performance, community-tested, and priced for the people. #SlopeDemocracy #SkiTheRevolution
• •Pro-level tech. Revolutionary price. We cut out the middleman to deliver 20k/20k waterproof performance directly to your doorstep. No brand tax. No nonsense.
• •Why should a lift ticket cost less than your jacket? We're starting a rebellion against overpriced ski wear. Get the performance you demand at a price that makes sense. Join the movement.
• •Engineered for the deepest days and designed by the people who live for them. The [Product Name] features a 3-layer shell with industry-leading waterproofing and breathability, because we believe your gear should enable your adventure, not limit your budget.