Brand Tone

Aspirational, sophisticated, and story-driven, focusing on the emotional and experiential aspects of product use. The language evokes timeless style, elegance, and leisure, confidently positioning products as style statements and essential accessories for a specific lifestyle.

Brand Values

• •Sustainable Craftsmanship
• •Timeless Style and Elegance
• •Safari Engineered
• •People Before Productivity
• •Originality and Quality

Best Practices

• •Lead with Emotion, Justify with a Fact: Start with the experience (elegance, style, the perfect moment) and follow up with a product feature (superior ice performance, durable materials).
• •Embrace Storytelling: Every piece of copy is an opportunity to reinforce the brand's heritage, using phrases like "Handcrafted in Cape Town," "Inspired by the golden age of safari," and "Timeless Style."
• •Use Elevated and Evocative Language: Employ words such as "elegance," "handcrafted," "timeless," "adventure," and "savour," avoiding generic or purely functional terms.
• •Highlight Exclusivity and Community: Incorporate language that fosters a sense of belonging, mentioning the "Owners Club," engraved handles, and the pride of owning a unique, high-quality item.
• •Maintain Visual and Textual Harmony: Ensure that the sophisticated, clean aesthetic of the brand's photography is matched by equally refined and uncluttered copy.

Social Perception

Perceived as a luxury lifestyle brand, with products seen as high-end, desirable, and status-enhancing. It has successfully reinvented the cooler box category, transforming a utilitarian item into a design-led lifestyle essential, appealing to those who appreciate premium quality and exclusive, 'have-it-all' items.

Copy Examples

• •Some things are made to be forgotten. Others are made to be remembered. The Fieldbar Drinks Box: For moments worth savouring. #Fieldbar #TimelessStyle #OutdoorElegance
• •Your weekend escape just found its most essential accessory. Safari-engineered for performance, designed for the city. Elevate your outings with Fieldbar. #Fieldbar #UrbanOutdoor #SafariEngineered
• •More Than a Cooler. It's a Statement. Handcrafted in Cape Town to not only keep your drinks perfectly chilled, but to start the conversation.
• •Subject: The New Color of Leisure. Introducing the Fieldbar in Parisian Green. Inspired by timeless elegance, built for your modern adventures. Be the first to own one.
• •Designed for a lifetime of adventures. With 58 replaceable parts, our Drinks Box isn't just an accessory; it's a commitment to sustainable craftsmanship. #Fieldbar #SustainableDesign