Brand Tone

Passionate, practical, and community-focused, speaking with the authentic voice of an outdoor enthusiast who values experience over excess. The language is direct and benefit-driven, mirroring a minimalist ethos.

Brand Values

• •Minimalism & Simplicity
• •Authenticity & Passion
• •Functionality & Thoughtful Design
• •Quality & Durability
• •Adventure & Exploration

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Always connect product features back to the core values. Instead of saying 'The pack is lightweight,' say 'The lightweight design lets you explore further without fatigue.' This reinforces the values of adventure and minimalism.
• •Use the Language of the Community: Incorporate terms that resonate with Tenkara anglers, such as 'drag-free drift,' 'on-stream,' 'ultralight,' and 'simplicity.' This demonstrates authenticity and shows you understand your audience.
• •Tell the Origin Story: Regularly weave the brand's founding story into marketing materials. This humanizes the brand and distinguishes it from mass-market competitors, creating a strong emotional connection.
• •Emphasize Authentic Experiences: Use testimonials and user-generated content in your marketing. Showcasing real anglers using the packs in real-world situations is more powerful than sterile studio photography. A quote from a happy customer is often the best copy.
• •Maintain a Clean and Direct Voice: Your writing should mirror your products—simple, efficient, and free of unnecessary clutter. Use short sentences, clear headings, and a straightforward tone. This reinforces the brand's minimalist identity at every touchpoint.

Social Perception

Highly regarded as a genuine, specialist, and premium brand within the Tenkara and minimalist angling communities. It is perceived to deliver thoughtfully designed, extremely well-made, and intuitive products that are perfectly suited for their intended purpose, justifying its premium price point.

Copy Examples

• •Less gear, more fishing. The simplicity of Tenkara is its greatest strength. Our packs are designed to carry just what you need, so you can focus on the cast, the drift, and the water ahead. What's the one piece of gear you can't fish without? #YonahUK #Tenkara #MinimalistFishing
• •Lighter Pack. Longer Hike. Wilder Streams. Don't let heavy gear cut your adventure short. The Yonah Simple Pack is engineered for the ultralight angler and hiker. Explore further and fish the waters less traveled.
• •The Tactical Sling Pack: Your On-Stream Command Center. Designed by an angler for anglers, every feature has a purpose. From the integrated rod sleeve and tippet holder to the perfectly placed tool loops, your essential gear is always within reach. Spend less time fumbling and more time fishing.
• •From a Passion Project to a Global Community. It started with one angler, an antique sewing machine, and the search for the perfect pack. That passion for simple, effective design is stitched into every pack we make. We’re not a big corporation; we’re a small team of outdoor lovers committed to helping you enjoy the wild with less baggage.
• •New Drop: The Black Multicam Tactical Sling Is Back. It sells out for a reason. The ultra-durable, intelligently designed Tenkara Tactical Sling Pack in Black Multicam is back in stock. Built to disappear into the landscape and carry everything you need for a full day on the water. Claim yours before it's gone again.