Brand Tone

Authentic & Proud, Quality-Conscious, Responsible & Conscious, Down-to-Earth & Approachable, Community-Oriented

Brand Values

• •Service
• •Quality
• •Sustainability
• •Authenticity
• •Local Pride/Patriotism
• •Economic Responsibility
• •Civic Responsibility

Best Practices

• •Always Circle Back to Core Values: Ensure every piece of copy, whether a product description or a social media post, subtly or overtly reflects at least one of the core values: Service, Quality, Sustainability, Authenticity, or the strong underlying theme of Norrland Pride.
• •Embrace "Norrländska" (The Norrland Way): Use language that evokes the spirit of Norrland – perhaps incorporating a sense of resilience, connection to nature, straightforwardness, or quiet pride. Avoid overly flashy or generic marketing speak.
• •Highlight Tangible Quality and Sustainability Efforts: Instead of just saying "high quality," mention the materials (e.g., "Crafted from GOTS-certified organic cotton & recycled polyester"). When discussing sustainability, refer to specific goals or practices (e.g., "Made in Portugal to ensure fair labor and reduce our carbon footprint").
• •Maintain an Authentic, Human Voice: Share the brand's story, its roots in Östersund, and its passion. Address customers directly and respectfully. The tone should feel like it's coming from real people who are passionate about their region and products.
• •Show, Don't Just Tell, Pride: Integrate the "Represent The North" message through storytelling, imagery, and product names that connect to Norrland culture, nature, or landmarks, rather than just stating it. Let the products and the brand's actions speak for themselves.

Social Perception

Positive Association with Norrland, Appreciation for Quality and Sustainability, Seen as a Growing, Authentic Brand, Trusted for Service, Streetwear with a Unique Identity

Copy Examples

• •Headline: Wear Your North. Body: Born in Jämtland, crafted for the wild at heart. Our latest collection is more than just apparel; it's a piece of Norrland. Made with sustainable materials, because quality and conscience go hand in hand. Explore the new arrivals. #SqrtnCompany #SwedishQuality #RepresentTheNorth
• •Headline: Built to Last. Inspired by Norrland. Body: We don't do fast fashion. Sqrtn Company is about gear that endures, just like the Northern spirit. Our hoodies, made from organic cotton and recycled polyester, are designed for every adventure life throws your way. Quality you can feel, values you can stand by. #MadeInNorrland #SustainableStreetwear
• •Headline: The Great Norrland: It's Not Just a Place, It's a Feeling. Body: And we've woven it into every cap, tee, and sweatshirt. From Östersund with pride, bringing you authentic Northern style. Discover pieces that tell a story – your story, our story. #TheGreatNorrland #AuthenticQuality #Sqrtn
• •Headline: More Than a Brand: A Commitment. Body: To Norrland. To Quality. To You. And to our planet. That's why we're aiming for 100% sustainable materials by 2026. Because representing the North means protecting it too. Join us on the journey. #SustainableFashion #NorrlandPride #ServiceAndQuality
• •Headline: From Östersund to Your Wardrobe. Body: Sqrtn Company: Swedish Quality Representing The North since 2013. We're a small company with a big heart for our heritage and for delivering the best to our customers. Experience the difference of true Northern craftsmanship and dedicated service. #SupportLocal #QualityApparel #Jämtland