Brand Tone

Passionate and enthusiast-driven, technical and informative, authentic and transparent, confident and utilitarian.

Brand Values

• •Design Innovation
• •Community Engagement
• •Exceptional Value
• •Transparency
• •Quality Craftsmanship

Best Practices

• •Lead with Design and Function: Always start by highlighting the unique design features and how they translate to a better user experience (e.g., "The finger choil allows for precision cuts," "The multiple deployment options give you versatility").
• •Maintain Transparency: Continue to be open about materials, OEM partners, and the design journey. This is a major trust signal and a key brand differentiator. Use phrases like "We partnered with..." or "Here’s a look at the process..."
• •Speak the Community's Language: Use accepted EDC terminology correctly (e.g., "jimping," "detent," "liner lock," "blade steel types") to maintain credibility. Balance technical specs with emotional, benefit-driven words ("smooth action," "confident grip").
• •Emphasize the Value Proposition: Consistently reinforce the message of getting premium features (titanium, carbon fiber, great steel) at an affordable and fair price. This is a core part of the brand's appeal.
• •Tell a Story: Frame each product not just as an object, but as the result of a passion-driven process. Use storytelling to explain the inspiration behind a design or the reason for a specific material choice to create a deeper connection with the audience.

Social Perception

New Breed EDC is perceived as a credible and exciting independent designer brand that delivers on its promises. The founder, Mark Perez, is viewed as a talented designer, deeply integrated and respected within the EDC community. The brand is associated with quality, fairness, and a genuine passion for the craft.

Copy Examples

• •A pocketable beast. The Clydesdale was engineered with a hefty, utilitarian Wharncliffe blade and a rock-solid titanium frame to handle your toughest daily cuts. This isn't just a tool; it's your most reliable partner. Built for work, designed for life.
• •Elegance in motion, utility in hand. The Wingspan combines a sleek, compact profile with a full-size, versatile blade. Featuring our unique 'Sheeps-Muk' blade shape and a smooth, snappy deployment, it’s proof that a knife can be both a work of art and a workhorse.
• •Designed by an enthusiast, for the enthusiast. We obsess over every detail—from the ergonomics of the handle to the precise geometry of the grind—so you don't have to. New Breed EDC: Premium materials and thoughtful design, without the premium price tag.
• •From a CAD file to your pocket. We’re transparent about our entire process because we believe a great knife comes from an honest place. Here’s a look at the prototype for our next model, running on bearings with a nested steel liner lock. What do you want to see in the final version? #NewBreedEDC
• •Our mission is simple: to design gear that anyone can be proud to carry. We combine practical innovation with high-quality materials to create tools that offer unbeatable performance and value. Every design starts here, is tested by the community, and is built to be part of your everyday.