Brand Tone

Premium, functional, masculine, direct, confident, minimalist, sophisticated, reliable, with subtle humor.

Brand Values

• •Quality and Durability
• •Superior Design
• •Functionality and Innovation
• •Community and Authenticity

Best Practices

• •Lead with Quality
• •Emphasize the "Original and Best"
• •Use a Confident and Direct Tone
• •Speak to the Ritual
• •Maintain a Minimalist Aesthetic

Social Perception

Perceived as the gold standard within its niche; worth the premium price due to exceptional quality and durability; stylish and desirable; highly reliable.

Copy Examples

• •The Original Icetool. Perfect portion, every time. Precision-crafted in Finland for the discerning snus user.
• •Your snus, your ritual. Our stainless steel portioner ensures a flawless experience from can to lip. Built to last a lifetime. #Icetool #SwedishSnus #SnusLife #Portioner #Quality
• •Engineered from a single block of anodized aluminum, the Icetool Slim Can protects your portions and keeps them fresh. It’s half the size of a standard can, twice as strong, and won’t crack under pressure. Because your snus deserves better.
• •Stop guessing. Start portioning.
• •Tired of messy portions and crushed cans? Upgrade your daily ritual with Icetool. The original, and still the best. Shop the collection now.