Brand Tone

Aspirational, Sophisticated, Confident, Appreciative, Slightly Playful/Witty (in moderation)

Brand Values

• •Quality Craftsmanship
• •Timeless Style & Elegance
• •Durability & Longevity
• •Sustainable Design
• •Safari Heritage & African Ingenuity
• •Customer Centricity & Community
• •People Before Productivity & Kindness

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the identified tone (Aspirational, Sophisticated, Confident, Appreciative, with a hint of Wit), key messaging pillars (Quality, Style, Durability, Heritage, Sustainability), approved vocabulary, and a "do's and don'ts" list. This ensures anyone writing for the brand is aligned.
• •Emphasize Storytelling: Weave the brand's narrative – the Cape Town craftsmanship, safari engineering inspiration, and commitment to sustainable luxury – into product descriptions, social media posts, and "About Us" sections. Stories resonate more than just features.
• •Focus on "Show, Don't Just Tell": Instead of saying "it's high quality," describe the "genuine off-cut double-sided leather handle," the "impact-resistant ABS plastic," or how all 58 parts are replaceable. Use vivid language that appeals to the senses and paints a picture of the experience.
• •Maintain Visual and Textual Harmony: Ensure the copy complements the high-quality, aspirational imagery used across all platforms. The language should feel as premium and considered as the product's design and photography.
• •Listen and Adapt (Slightly) to the Platform, but Keep Core Tone Intact: While the core tone remains sophisticated and aspirational, slightly more conversational or concise language might be used on platforms like Twitter or in Instagram captions compared to the website's detailed product pages. However, the underlying elegance and quality focus should always be present. Avoid slang or overly casual language that would dilute the premium feel.

Social Perception

Premium & Luxurious, Stylish & Aspirational, High Quality & Reliable, Innovative & Unique, Proudly South African with Global Appeal

Copy Examples

• •Headline: Beyond Cool. Beyond Compare. Body: Elevate every escape with Fieldbar. Handcrafted in Cape Town, our cooler boxes merge timeless design with safari-engineered durability. Experience the art of outdoor leisure. #Fieldbar #LuxuryOutdoors #TimelessDesign
• •Headline: Engineered for Your Adventures. Designed for Your Style. Body: From sun-drenched picnics to starlit gatherings, your Fieldbar is more than a cooler – it’s a statement. Superior ice retention, sustainable craftsmanship, and undeniable elegance. Discover the collection. #FieldbarLife #SafariEngineered #OutdoorElegance
• •Headline: The Enduring Appeal of True Craftsmanship. Body: In a world of fleeting trends, Fieldbar stands for lasting quality. Each piece is meticulously handcrafted, designed to be by your side for adventures, for years to come. Invest in moments that matter. #FieldbarLegacy #SustainableLuxury #MadeToLast
• •Headline: Join the Club. Elevate the Experience. Body: Owning a Fieldbar is an invitation to a world of refined outdoor living. Become a Fieldbar Owner and enjoy exclusive benefits, knowing you possess a piece of enduring style and quality. #FieldbarOwnersClub #OutdoorChic #AdventureAwaits
• •Headline: From Cape Town to the World: The Coolest Companion. Body: Inspired by African safari heritage, perfected for the modern explorer. Fieldbar brings sophisticated simplicity and unparalleled performance to your every outing. Where will your Fieldbar take you? #FieldbarAdventures #GlobalStyle #SouthAfricanCraft