Brand Tone

Innovative, Tech-Focused, Functional, Performance-Oriented, Resilient, Tough, Approachable, Practical, Confident

Brand Values

• •Innovation
• •Quality and Craftsmanship
• •Functionality and Performance
• •Durability and Resilience
• •Customer Comfort and Preparedness

Best Practices

• •Emphasize Technological Innovation: Consistently use specific terms related to FNDN's heating technology, materials, and battery systems. Highlight what makes the technology advanced and beneficial.
• •Connect to Detroit Heritage (Subtly or Overtly): Weave in the brand's roots in Detroit by alluding to resilience, innovation, and a strong work ethic, reinforcing the toughness and reliability of the products.
• •Focus on Performance and Functionality: Clearly articulate how the products help users perform better or stay more comfortable in specific cold-weather scenarios (e.g., "work or play outside," "skiing," "hunting").
• •Use Strong, Confident Language: Employ active voice and assertive statements that reflect the brand's belief in its products' capabilities. Avoid hesitant or overly passive language.
• •Maintain an Approachable Voice in Lifestyle Content: For blogs and social media posts offering advice or "life hacks," adopt a more conversational and helpful tone, while still ensuring product mentions tie back to the core values of innovation and performance.

Social Perception

FNDN is perceived as a specialized brand within the heated apparel market, catering to individuals who work or engage in outdoor activities in cold climates. It is considered a mid-range brand in terms of popularity compared to some competitors. Customers who have good experiences praise the effectiveness of the heating technology, the quality of materials, and the comfort provided, especially in very cold conditions.

Copy Examples

• •Headline: Detroit Grit. Woven In. Heated Up. Body: FNDN brings the relentless spirit of Detroit to heated apparel. Engineered with cutting-edge technology and built with uncompromising quality, our gear doesn't just fight the cold, it conquers it. Stay out longer. Go further. #FNDNDetroit
• •Headline: Beyond Warmth. Intelligent Heat. Body: Don't just wear a heated jacket, command your climate. FNDN's innovative Radiant Core Heating™ technology and smart pre-heat functions deliver precise, adaptive warmth, right where you need it. Experience the evolution of comfort.
• •Headline: The Cold Has Met Its Match. Body: From the frozen job site to the windswept peak, FNDN heated gear is your unwavering defense against the elements. Our moisture-wicking, breathable fabrics and powerful, lightweight battery systems keep you performing at your best, no matter what Mother Nature throws your way.
• •Headline: Engineered for Extremes. Designed for You. Body: Inspired by a legacy of innovation, FNDN apparel seamlessly blends rugged functionality with considered design. Experience the freedom of movement and the confidence of superior warmth. This isn't just clothing; it's your foundation for adventure.
• •Headline: Stop Layering. Start Living. Body: Tired of bulky layers that restrict your movement? FNDN’s heated base layers provide exceptional warmth without the weight. Lightweight, versatile, and technically advanced – it’s time to redefine your winter.