Brand Tone

Authoritative, Expert, Professional, Technical, Proud, Heritage-Conscious, Confident, Reliable, Direct, and Purposeful

Brand Values

• •Heritage and Tradition
• •Uncompromising Quality and Excellence
• •Robustness and Durability
• •Innovation and Technicality
• •Made in France
• •Expertise and Precision
• •Reliability and Trust
• •Functionality and Purpose

Best Practices

• •Emphasize Heritage and French Origin: Consistently weave in the brand's long history, Thiers cutlery tradition, and "Made in France" identity to reinforce authenticity and quality.
• •Use Authoritative and Confident Language: Reflect the brand's expertise and the proven reliability of its products (e.g., "uncompromising quality," "engineered for," "trusted by professionals"). Avoid overly casual or hesitant phrasing.
• •Highlight Technical Excellence and Innovation: Detail the specific materials, technologies (like Nitrox® steel or patented mechanisms), and design features that contribute to the knives' superior performance and durability.
• •Leverage the Military Connection Respectfully: Referencing the French Army partnership underscores robustness and reliability. Frame this as a testament to quality and a benchmark for performance, without making unsubstantiated claims.
• •Maintain a Focus on Purpose and Functionality: Clearly articulate how the design and features of each knife benefit the user in specific outdoor, survival, or tactical scenarios, reinforcing the practical value of the products.

Social Perception

High Quality and Durability, Reliable and Trustworthy, Expert and Professional, Good Value, Innovative, and Proudly French

Copy Examples

• •Headline: TB Outdoor: Centuries of French Craftsmanship, Forged for Your Toughest Adventures. Body: Born from a five-century legacy of Thiers cutlery and proven on the world's most demanding terrains with the French Army. Trust TB Outdoor for uncompromising quality and unwavering reliability. Equip yourself with a tradition of excellence.
• •Headline: The C.A.C.® Knife: Chosen by a Nation's Elite. Ready for Your Mission. Body: Engineered in collaboration with military experts, the C.A.C.® is the official field knife of the French Army. Its robust design, flawless blade locking, and superior materials deliver performance you can stake your life on. Experience the pinnacle of French tactical cutlery.
• •Headline: Innovation, Tempered by Tradition. The Unboxer® by TB Outdoor. Body: Discover the Unboxer®: ingeniously light, exceptionally flat, and distinctively French. We’ve eliminated the unnecessary to deliver pure, cutting-edge functionality. Precision-engineered in Thiers for those who demand discreet power.
• •Headline: More Than a Knife. It's a TB Outdoor. Made in France, Trusted Worldwide. Body: Each TB Outdoor knife is a testament to our passion for precision and durability. From the Nitrox® steel of our blades to the ergonomic design of our handles, every detail is crafted in France to ensure it meets our exacting standards—and yours.
• •Headline: When Reliability is Non-Negotiable: TB Outdoor. Body: For generations, Tarrerias-Bonjean has set the standard in cutlery. TB Outdoor continues this legacy, offering cutting tools that merge battlefield-tested toughness with everyday practicality. Your essential partner for every challenge the wild presents.