Brand Tone

Adventurous & Enthusiastic, Friendly & Approachable, Practical & Down-to-Earth, Community-Oriented, Robust & Reliable

Brand Values

• •Quality & Durability
• •Warmth & Comfort
• •Adventure & Exploration
• •Community & Inclusivity
• •Practical Innovation
• •Wellbeing
• •Eco-consciousness (emerging)

Best Practices

• •Speak from Experience: Use language that reflects a genuine understanding of wild swimming and outdoor adventures. Refer to common experiences, challenges (like the cold!), and the joy of being in nature.
• •Be Inclusive and Encouraging: Foster a sense of community. Use "we," "us," and "our herd" to make customers feel part of something. Encourage participation and sharing.
• •Highlight Practical Benefits with an Adventurous Spirit: Clearly explain how product features translate to real-world benefits (e.g., "super-thick Sherpa fleece for ultimate post-swim warmth"), but frame it within the context of enabling adventure and braving the elements.
• •Maintain a Friendly, Slightly Informal Voice: While professional, avoid overly corporate or stiff language. Incorporate the founder's relatable "Northern lass" persona where appropriate – honest and down-to-earth.
• •Show, Don't Just Tell, with Robustness: Use strong verbs and evocative descriptions that convey the durability and reliability of the products in challenging conditions. Emphasize that they are "designed and rigorously tested."

Social Perception

Positive & Trusted, Authentic, Community-Focused, Good Value, Innovative

Copy Examples

• •Headline: Brave the Chill. Embrace the Wild. Our [Product Name] is Your Warm Hug After an Icy Plunge. Body: Designed by swimmers who know what "proper nesh" means. Get tough, get toasty, get Wild Moose. #WildMooseLife
• •Headline: More Than Just a Robe. It's Your Post-Swim Sanctuary. Body: Engineered for warmth, built for adventure. From the shiver to the snuggle, Wild Moose has you covered. Join our herd!
• •Headline: Your Kit's Best Mate: The Caribou Waterproof Backpack. Body: Soggy sandwiches? Never again. Keep your gear bone-dry while you conquer the waves. Adventure-tested, swimmer-approved. What’s in your Caribou?
• •Headline: Fuel Your Adventure, Not the Cold. Body: From dawn dips to frosty treks, our gear is designed to keep the wild in your heart and the warmth on your back. What wild spot are you exploring next? #EmbraceTheElements
• •Headline: Hear it from the Herd! Body: "My Wild Moose robe is a game-changer! So warm and brilliantly designed." - [Customer Name/Initial]. We love hearing how our gear supports your adventures. Share your #WildMooseMoment!