Brand Tone

powerful, mythic, and reverent

Brand Values

• •Authenticity
• •Strength
• •Heritage & Connection
• •Craftsmanship

Best Practices

• •Embrace the Mythic Archetype: Always write from the perspective of a storyteller or a guardian of ancient lore. Use metaphors and themes from mythology to add depth to every piece of content, from product descriptions to advertisements.
• •Use Evocative, Powerful Language: Choose strong verbs and nouns. Words like "forge," "unleash," "legacy," "saga," "honor," and "destiny" should be central to the brand's vocabulary. Avoid modern slang or overly casual language that would break the reverent tone.
• •Educate, Don't Just Sell: Use copywriting as an opportunity to share the meaning behind the symbols and the stories they come from. This builds authenticity and positions the brand as a knowledgeable authority, earning the trust of a discerning audience.
• •Maintain Visual and Textual Harmony: Ensure the powerful, dark, and epic tone of the copy is consistently matched by the brand's visual identity (photography, web design, etc.). Every element should transport the customer into the world of Norse mythology.
• •Build a Community Around the Lore: In all future copywriting, especially on social media, invite conversation. Ask questions about favorite myths, gods, or sagas. Frame the brand not as a store, but as a gathering place for those who share a passion for the Viking Age.

Social Perception

Customers in this space are knowledgeable and discerning. They are often critical of brands that misrepresent or commercialize Norse symbols without understanding their meaning. There is a strong desire for community and for brands that engage with their passion for history and mythology. The ideal brand in this sector is seen as both a creator of quality goods and a respectful custodian of the culture it represents.

Copy Examples

• •WEAR THE SAGAS. Our jewelry is not made, but forged from the legends of old. Carry the symbols of the gods and unleash your inner Viking.
• •The Hammer of Thunder. More than steel and chain, this is the might of Thor, the fury of the storm, and the unwavering symbol of protection. Each etching is a whisper from the halls of Asgard. Wield the power that safeguards gods and mortals alike.
• •WE ARE THE ECHO OF THE OLD WAYS. YMIR was born from a reverence for the sagas and a desire to connect the modern warrior with the spirit of their ancestors. We don't just sell jewelry; we forge legacies. Each piece is a key to a forgotten world of strength, honor, and mythology.
• •Your blood remembers the call of the North. The roar of the longship, the wisdom of the runes. Answer it. Our artifacts are waiting.
• •A Gift from the Gods. The Valknut. The Helm of Awe. These are not mere designs; they are ancient promises of courage and destiny. This week, we honor the master craftsmen of the Viking Age with our new collection. Discover pieces worthy of a jarl.