Tono de Marca

Rugged, Authentic, and Aspirational

Valores de Marca

• •Durability and Quality
• •Purpose and Functionality
• •Heritage
• •Connection to the Outdoors

Mejores Prácticas

• •Lead with Durability: Always frame the product's value in terms of its longevity and resilience. Use words like "built," "forged," "heavy-duty," and "lifetime."
• •Speak to the "Doer": Address the customer as someone who is active, capable, and values practicality. Your copy should empower them, speaking to their identity as a builder, explorer, or worker.
• •Use Storytelling and Scenarios: Instead of just listing features, place the product in a relatable scenario. Describe the feeling of warmth in the cold, the reliability of the fabric against rough surfaces, or the comfort of well-designed gear at the end of a long day.
• •Maintain an Authentic, No-Nonsense Voice: Avoid overly corporate or trendy language. The tone should be direct, confident, and grounded, just like the products themselves. The founding story is a powerful asset—refer back to its core message of solving a real-world problem.
• •Visually Align Your Words: Ensure the copy always matches the rugged, natural aesthetic of the brand's photography. If the image is of a windswept coast, the copy should speak of wind protection and resilience, creating a cohesive and immersive brand experience.

Percepción Social

A premium, niche supplier of specialty workwear and outdoor gear, perceived as a knowledgeable and passionate curator.

Ejemplos de Copy

• •More Than a Jacket. It's a Record of a Job Well Done. Every scuff, every fade, every bit of wear tells a story. Our Tough Duck Chore Jacket isn't made to be kept pristine. It's made to be the last one you'll ever need. Built for the workshop, the woods, and everything in between.
• •Your Shield Against the Winter Wind. When the temperature drops and the work doesn't stop, you need gear that works as hard as you do. We brought these Tough Duck Lined Bib Overalls to Australia for one reason: they perform. With heavy-duty construction and full-body insulation, they are the definitive solution for anyone who refuses to let the cold dictate their day.
• •Gear That Outlasts the Season.
• •Stop Replacing. Start Investing. Tired of gear that gives up after one season? Great North Trading Co. supplies apparel that's built for a lifetime of Australian winters. Shop the Tough Duck collection now.
• •Founded on Frustration. Built on Quality. Great North Trading Company wasn't born in a boardroom. It was born on a frosty morning, out of the frustration of Aussie gear that just couldn't handle a real winter. We decided to look further, to a place where durability isn't a feature—it's the standard. We are the sole Australian home of Tough Duck, bringing legendary Canadian workwear to those who need it most.