Brand Tone

Evocative & Atmospheric, Authentic & Rooted, Passionate & Proud, Melancholic & Introspective, Artistic & Independent

Brand Values

• •Heritage & Culture: Deep connection to Scottish history, mythology, and poetic traditions.
• •Nature & Landscape: Reverence for the natural beauty of Scotland, particularly the Highlands, which serves as a core inspiration.
• •Artistic Integrity & Freedom: Commitment to a unique musical vision, blending genres without constraint. The name "Saor" (free) is a testament to this.
• •Emotional Connection: Music and merchandise aim to evoke deep emotions and a sense of belonging or escape for the listener.
• •Authenticity: Using traditional instruments and drawing from genuine cultural and historical sources.

Best Practices

• •Embrace Evocative Language: Use descriptive words that paint a picture, drawing on themes of nature, history, and Scottish landscapes (e.g., "mist-laden," "ancient," "Highland," "untamed," "saga").
• •Maintain an Authentic Scottish Voice: Subtly incorporate Gaelic words or phrases (where appropriate and with correct meaning), and consistently reference Scottish heritage and inspiration. Ensure any cultural references are respectful and accurate.
• •Reflect Artistic Integrity: Highlight the unique vision behind Saor and the "Caledonian Metal" identity. Emphasize the craftsmanship and inspiration behind merchandise designs.
• •Connect to Emotion: Write copy that resonates with the feelings evoked by Saor's music – melancholy, pride, a sense of freedom, connection to nature, and introspection.
• •Be Consistent Across All Touchpoints: Ensure the tone used in product descriptions, social media posts, email marketing, and any customer service interactions aligns with the established brand voice – proud, artistic, and deeply connected to its roots.

Social Perception

Highly Respected, Evocative and Transportive, Authentically Scottish, Musically Unique, Engaging Live Performances, Merchandise Quality

Copy Examples

• •Headline: Wear the Mists of Alba. Our new [Product Name] – forged from the ancient spirit of Scotland. Body: Inspired by the timeless landscapes and echoing sagas of Caledonia, this exclusive [Product Name] is more than apparel; it's a connection to the wild heart of Saor's music. Claim yours and carry the homeland with you.
• •Headline: The Sound of Freedom. The Essence of Saor. Body: "Saor" means free. Our latest merchandise drop embodies this spirit – unconstrained artistry woven into every design. Explore the new collection, inspired by the soul-stirring soundscapes of [Album Name/Theme].
• •Headline: Echoes of the Highlands, Crafted for You. Body: From the rugged peaks to the whispering glens, Saor's music paints a vivid tapestry of Scotland. Our official merchandise captures this essence. Discover designs that resonate with the heart of Caledonian Metal.
• •Headline: More Than Music. A Legacy. Body: Immerse yourself in the world of Saor. Each piece of official merchandise is a tribute to Scottish heritage, nature's grandeur, and the raw emotion of our music. Own a part of the story.
• •Headline: Unyielding Spirit. Authentic Design. The Official Saor Store. Body: Feel the power of ancient battles and the serenity of untamed wilderness. Our new [Product Type, e.g., "Heritage Hoodie"] is crafted with the same passion that fuels Saor's epic sound. Limited stock available.