Brand Tone

Enthusiastic, knowledgeable, and community-focused, blending adventurer excitement with practical expertise and a friendly, trusted voice.

Brand Values

• •Authenticity
• •Quality and Durability
• •Adventure and Passion
• •Community
• •Problem-Solving

Best Practices

• •Lead with Passion, Follow with Facts: Start with enthusiasm (e.g., "This thing is awesome!") and then immediately back it up with the specific features and benefits that make it great (e.g., "The brushless motor means it's super quiet...").
• •Use "We" and "You": Speak as a brand run by people ("We tested this...") directly to the customer ("You'll love how..."). This fosters a conversational, community-oriented tone.
• •Embrace the "Toy Store" Concept: Continuously use words like "toys," "goodies," "kits," and "gear." This keeps the brand identity playful and exciting, reinforcing the idea that outfitting a van is fun.
• •Tell the Story: Weave the brand's origin and the founder's experience into the copy where relevant. Reminding customers that the gear is curated by a seasoned van lifer builds immense trust and authenticity.
• •Stay "Stoked": Maintain a high level of genuine excitement in all communications. The brand's energy is infectious and is a key differentiator. Whether it's a new shipment of parts or a finished customer build, the copy should reflect that passion.

Social Perception

Highly positive, seen as a credible, expert-led, customer-focused, one-stop shop for quality overland gear, and a core part of the Canadian overland community.

Copy Examples

• •Another rig ready to chase horizons! Check out this awesome build from @[customer_handle] featuring our [Product Name]. We're stoked to see our gear helping you get out there and explore. Where is your van taking you this weekend? #VanToys #OverlandGear #VanLifeAdventures #BuiltForAdventure
• •Say goodbye to stuffy nights and noisy old fans. The new Nomadic Arc Air+ is the upgrade your van has been waiting for. With a whisper-quiet brushless motor, integrated LED lighting, and a full blackout blind, it’s a game-changer. We've tested it, we love it, and we know you will too. Stop dreaming, start building. #VanLifeUpgrade #OverlandComfort
• •Stop Wishing. Start Wrenching. Your Badass Adventure Rig Is One Click Away. Shop Canada's favourite overland toy store.
• •We Installed The TOUGHEST Lift Kit On This Sprinter & The Result Is INSANE! In the Van Toys shop today, we're giving this Sprinter a serious attitude adjustment with a Weldtec Designs lift kit. We walk you through the install and show you what makes this gear tough enough for any backcountry road. Get your own kit here: [Link]
• •From a Barn to Your Backcountry Buddy. We're a small shop born from big adventures. We only sell the gear we'd trust in our own rigs. Quality parts, expert advice, and everything you need to build your dream machine. Let's get you on the road.