Brand Tone

Authoritative & Professional, Exciting & Energetic, Community-Focused & Inclusive, Passionate & Enthusiastic, Direct & Informative

Brand Values

• •Community
• •Competition & Sport
• •Safety
• •Growth & Accessibility
• •Quality & Performance
• •Integrity & Sportsmanship

Best Practices

• •Embrace the "Throw. Connect. Inspire." Mission: Ensure copy reflects the core values of community, competition, and the inspirational power of the sport.
• •Balance Authority with Enthusiasm: While WATL is a governing body, the copy should also convey the raw excitement and passion of axe throwing. Avoid being overly dry or purely technical.
• •Speak the Language of the Community: Use terminology familiar to axe throwers (e.g., "bullseye," "kill shot," "sticking power") to build rapport and demonstrate authenticity, but also be welcoming and explanatory for newcomers.
• •Highlight UK Availability and Benefits: For the watl-uk-store, consistently emphasize the advantages for UK customers (e.g., "Now in the UK," "No import duties," "Faster shipping") to address their specific needs.
• •Maintain Visual and Messaging Cohesion with Global WATL: While tailoring messages for the UK market, ensure the overall branding, key messages about the sport's legitimacy, and product quality remain aligned with the global World Axe Throwing League identity. This reinforces trust and recognition.

Social Perception

Axe throwing is perceived as a legitimate and exciting competitive sport and a fun, unique, and engaging recreational activity. The axe throwing community is generally perceived as welcoming, supportive, and passionate. WATL is viewed as the leading authority in the sport, and WATL Products (Axes) are generally perceived as high-quality.

Copy Examples

• •Headline: Unleash Your Inner Champion. WATL Axes, Now Stocked in the UK. Body: Why wait? Get your official World Axe Throwing League competition-grade axes direct from our UK store. Precision engineered for every throw. No import fuss, just pure performance. Shop now and dominate the lane.
• •Headline: Join the Global WATL Family. Gear Up in the UK. Body: Become part of something bigger. The World Axe Throwing League is a global community, and it all starts with the right gear. Our UK store brings you the official axes and merch to connect you to the heart of the sport. Throw. Connect. Inspire.
• •Headline: Sharpen Your Edge. WATL Axes – Designed by Throwers, For Throwers. Body: Experience the difference that true craftsmanship makes. Every axe in our UK store is WATL-certified, meaning it's built for optimal balance, durability, and sticking power. Ready to hit those bullseyes?
• •Headline: The Royal Lineup is Coming. Be First to Rule the Target. Body: Get ready, UK throwers! The most anticipated axes of the year, The Royal Lineup from WATL, are arriving soon. Pre-order yours from the official UK store and wield the power of axe throwing royalty. Limited stock – secure yours today!
• •Headline: From Backyard to Bullseye: Your WATL Journey Starts Here in the UK. Body: Whether you're just starting out or aiming for the world championships, our UK store has the WATL-approved axes to fuel your passion. Skip the international shipping and get straight to throwing. Find your perfect axe today!