Brand Tone

Adventurous and aspirational, Modern and design-conscious, Friendly and approachable with a touch of wit, Practical and functional

Brand Values

• •Adventure and Exploration
• •Quality and Design
• •Preparedness and Functionality
• •Modern Living
• •Intentionality

Best Practices

• •Develop a "Voice & Tone" Guide: Document the key characteristics of the W+W voice (adventurous, modern, witty, practical) with clear examples of "do's and don'ts." This ensures anyone writing copy understands the desired style.
• •Speak to the "Modern Wanderer": Always keep the target audience in mind – individuals who are adventurous, design-savvy, and appreciate quality and preparedness. Use language and references that resonate with their lifestyle and aspirations.
• •Balance Wit with Clarity: While puns and clever phrasing can be engaging, ensure the core message and product benefits remain clear and easy to understand. Avoid jargon or overly niche humor that might alienate some customers.
• •Emphasize Both Adventure and Everyday Utility: Highlight how W+W products are not just for grand expeditions but also enhance daily life through smart design and functionality. The "city biker" is as important as the "mountain hiker."
• •Be Authentic and Address Feedback: While maintaining an aspirational tone, ensure marketing claims align with product performance and customer experience. Acknowledge and address customer service issues transparently to build trust, which can be more impactful than witty copy if the experience doesn't match. The current negative feedback on customer service should be a priority.

Social Perception

Product Focused, Mixed Customer Experience, Niche Appeal, Limited Brand Recognition

Copy Examples

• •Headline for a new multi-tool: "Your Next Adventure's Best Friend. (Besides the dog, of course.) The new W+W Pathfinder Multi-Tool – because 'what if' happens."
• •Instagram caption for a travel water bottle: "City streets or mountain peaks, stay hydrated in style. Our new Summit Bottle: designed for the wanderer in you. Where will it go next? #WPlusWNY #AdventureReady #ModernExplorer"
• •Email subject line for a sale: "Gear Up for Wonder (Without Emptying Your Pockets)."
• •Product description snippet for an everyday carry item: "Life’s too short for bulky pockets and ‘I wish I had a…’ moments. The W+W Urban Companion is sleek, tough, and always ready. Conquer your day, effortlessly."
• •Website banner for new arrivals: "Fresh Finds for Wild Hearts. Explore the latest W+W gear – thoughtfully designed for your everyday and beyond."