Brand Tone

Aspirational, Rugged, and Authentic

Brand Values

• •Adventure and Exploration
• •Heritage and Legacy
• •Durability and Quality
• •Timeless Style
• •Authenticity

Best Practices

• •Lead with the 'Why': Always connect the product back to the core value of living an adventurous life. Start with the philosophy ("Life is meant for exploring") before detailing the product features.
• •Use Evocative, Sensory Language: Employ words that conjure images of travel and nature. Terms like "rugged," "canvas," "outback," "journey," "heritage," and "expedition" reinforce the brand identity.
• •Tell Authentic Stories: Weave the founders' travel experiences and the brand's family history into the copy. This builds a personal connection and enhances credibility.
• •Balance Ruggedness with Style: While emphasizing durability, always mention the contemporary fit and timeless aesthetic. The target customer is a "style savvy world wanderer," not just a survivalist.
• •Create an Aspirational Call to Action: Encourage the audience to join a movement, not just buy a product. Use phrases like "Join the journey," "Upgrade your lifestyle," and "Start working at truly living" to inspire action.

Social Perception

Respected Niche Brand for Durable Style

Copy Examples

• •Your desk is a terrible place to watch the world from. The Kingsford Smith Jacket is built for the life you'd rather be living. Crafted from our signature heavy-duty canvas with a fit that’s more refined than rugged, it’s your uniform for the journey. Your golden years start now.
• •Some souvenirs are stories, not trinkets. We dragged our Nullarbor Backpack across three continents to make sure it was worthy of your next chapter. Where will you take it? #WhillasAndGunn #ArtOfTheJourney
• •We come from a family that has been battling the elements since 1972. Whillas & Gunn is our generation’s answer to the call of the wild—a fusion of our family's heritage in rugged outerwear with a design philosophy for the modern explorer. We don’t just make gear; we make companions for your story.
• •Stop Dreaming, Start Packing.
• •Tired of the 9-to-5? So were we. That’s why we created Whillas & Gunn—gear that's pressure-tested on camel backs and in bustling city streets. Built for men who believe adventures are necessities, not luxuries. Explore the collection.