Brand Tone

Authoritative & Expert, Adventurous & Aspirational, Technical & Performance-Oriented, Heritage-Rich & Authentic, Community-Focused (emerging)

Brand Values

• •Performance & Innovation
• •Protection
• •Durability & Quality
• •Heritage & Authenticity
• •Adventure & Exploration
• •Sustainability (growing emphasis)
• •Athlete Collaboration

Best Practices

• •Emphasize Technical Expertise: Always ground product descriptions in the technology and performance benefits, using clear and confident language. Explain *how* features like specific lens types or frame constructions benefit the user in their activities.
• •Weave in the Heritage Story: Subtly reference Julbo's long history and pioneering spirit in outdoor eyewear where relevant. This builds trust and authenticity.
• •Use Strong, Active Verbs and Evocative Language: Convey a sense of adventure, performance, and resilience. Words like "conquer," "master," "unrelenting," and "precision" align with the brand.
• •Showcase Athlete Validation (Implicitly or Explicitly): Highlight that products are designed with and for athletes, enduring the toughest conditions. This reinforces performance and reliability.
• •Maintain a Confident and Informative Voice: Avoid overly casual or hype-driven language. The tone should be that of a trusted expert who is passionate about providing the best possible vision and protection for outdoor pursuits.

Social Perception

High-Quality & Reliable, Specialized & Technical, Trusted in Extreme Environments, Good Investment, Innovative Lens Technology, Strong Heritage

Copy Examples

• •Headline: Conquer Every Summit. See Every Detail. Body: For over 130 years, Julbo has engineered eyewear for the world's most demanding adventurers. Our REACTIV photochromic lenses adapt instantly to changing light, while our battle-tested frames provide unwavering protection. Your expedition awaits.
• •Headline: Unrivaled Vision. Unrelenting Performance. Body: Whether you're shredding singletrack or carving fresh powder, Julbo's advanced optics deliver the clarity and protection you need to push your limits. Experience the difference that true technical eyewear makes.
• •Headline: Heritage Born in the Mountains. Innovation Driven by a Passion for the Outdoors. Body: From iconic glacier glasses trusted by generations to cutting-edge designs for modern athletes, Julbo blends timeless craftsmanship with relentless innovation. Explore our legacy of performance.
• •Headline: Don't Just Face the Elements. Master Them. Body: Julbo eyewear offers maximum protection and superior optical quality, ensuring clear vision and comfort no matter the conditions. Built for endurance, designed for adventure.
• •Headline: The Mountain Calls. Your Vision is Our Priority. Body: With Julbo's precision-engineered lenses and durable frames, focus on your ascent, not your eyewear. Trusted by mountaineers since 1888 for unparalleled protection and clarity at any altitude.