Brand Tone

Passionate & Enthusiastic, Expert & Knowledgeable, Artisanal & Meticulous, Customer-Focused & Approachable, Authentic & Reverent

Brand Values

• •Quality Craftsmanship: Every pickup is lovingly handcrafted and assembled one at a time.
• •Tonal Excellence: The ultimate goal is to help guitarists achieve their desired musical voice through exceptional-sounding pickups. This involves a focus on clarity, dynamic range, sweetness, and musicality.
• •Attention to Detail: Obsessive about every small factor that contributes to the final tone, from vintage-correct materials to winding techniques.
• •Customer Inspiration & Satisfaction: A desire to provide guitarists with pickups that inspire them to play and to offer the best possible service.
• •Authenticity: Striving to replicate the sonic characteristics of revered vintage pickups while also offering unique and innovative designs.
• •Passion: A deep, personal passion for guitars and tone is the driving force behind the brand.

Best Practices

• •Speak from Passion: Always let the genuine love for guitars and tone shine through. Use evocative and enthusiastic language.
• •Emphasize Craftsmanship & Detail: Consistently highlight the handcrafted nature, the meticulous attention to detail, and the quality of materials.
• •Focus on the Player's Experience: Connect the technical aspects of the pickups to how they will benefit the guitarist's sound, feel, and inspiration.
• •Be Knowledgeable but Accessible: Share expertise confidently, but explain technical terms in a way that is understandable and relatable to guitarists of varying technical knowledge.
• •Maintain a Personal & Approachable Voice: Reflect Stuart Robson's dedication to customer interaction and personalized service in all communications.

Social Perception

Highly Respected, Authentic Vintage Tones, Exceptional Quality & Build, Personalized & Passionate Service, Innovative, Worth the Investment

Copy Examples

• •Headline: Unlock Your Guitar's True Voice. Body: At Sunbear Pickups, we don't just wind pickups; we chase the ghost in the machine – that elusive, soul-stirring tone that inspires you to play for hours. Each pickup is a labor of love, handcrafted with meticulous attention to vintage detail and an unwavering passion for sonic excellence. Discover the Sunbear difference.
• •Headline: The Art of Vintage Tone, Reimagined. Body: Obsessed with the clarity, warmth, and dynamic range of iconic late '50s PAFs? So are we. Our PAF replicas are painstakingly crafted using period-correct materials and techniques to deliver that authentic, harmonically rich voice you've been searching for. It's not just a pickup; it's a time machine for your tone.
• •Headline: Beyond the Specs: It's About How It Makes You *Feel*. Body: We can talk about Alnico magnets and plain enamel wire all day, but what truly matters is the connection between you and your instrument. Sunbear Pickups are designed to be incredibly responsive to your touch, translating every nuance of your playing into pure, expressive sound. Let's find the pickup that speaks your language.
• •Headline: Your Tone Journey, Guided by Passion. Body: Choosing the right pickups can be transformative. That's why Stuart Robson, founder and lifelong guitar nut, is always ready to chat about your tonal aspirations. We're here to help you navigate the nuances and find the perfect Sunbear set to elevate your beloved guitar.
• •Headline: Handcrafted in the UK, Heard Around the World. Body: From our workshop in Knebworth to stages and studios globally, Sunbear Pickups are trusted by discerning players who demand the best. Experience the clarity, articulation, and musicality that make our handcrafted pickups a "game-changer" for vintage tone enthusiasts.