Brand Tone

Adventurous, inspiring, confident, passionate, technical, no-nonsense, urban, and modern.

Brand Values

• •Quality & Durability
• •Functionality & Innovative Design
• •Community & Relationships
• •Authenticity & Transparency
• •Curiosity & Boldness

Best Practices

• •Lead with the "Why": Always tie the copy back to the core mission of inspiring passion, creativity, and exploration. The product is the "how," but the inspiration is the "why."
• •Balance Aspiration with Technicality: Pair inspiring, adventurous language with confident, direct descriptions of materials and features. Sell the dream, but back it up with the specs.
• •Use an "Us vs. Them" Narrative (Subtly): Position WANDRD as the authentic, passion-driven choice against generic, poorly designed alternatives. This reinforces the brand's origin story and builds community.
• •Embrace Urban Language: Use words like "urban," "concrete," "streets," and "city" to reinforce the brand's primary playground, especially when leveraging "The City Needs Us" theme.
• •Maintain Authentic Transparency: Don't be afraid of a conversational, honest tone. Acknowledge challenges and speak directly to the customer as a fellow creative and explorer, not just a consumer.

Social Perception

WANDRD is perceived as a premium, highly respected brand within the photography and travel communities. Customers view it as an investment in quality, a product that is both highly functional and a stylish statement piece. Its Kickstarter origin gives it an underdog, community-supported appeal distinguishing it from larger corporations. The slogan "The City Needs Us" resonates with empowerment and purpose, appealing to creators and explorers.

Copy Examples

• •The concrete is your canvas. The streets are your studio. Your story is waiting to be captured. Gear up for the narrative. #TheCityNeedsUs
• •They called it a concrete jungle. So we built something that could tame it. With waterproof tarpaulin and quick-draw access, the PRVKE pack isn’t just for the journey; it’s for the moments in between.
• •From the back alley to the boardroom, your gear should never be the compromise. Built to last a lifetime, designed to stand out in one. #WANDRD
• •Stop Settling. Your Passion Deserves Better Gear.
• •The city doesn't just have a pulse; it has a soul. It needs storytellers. It needs creators. The City Needs Us.