Tono de Marca

Authoritative, experienced, inspirational, passionate, technical, innovative, and authentic, reflecting a deep connection to mountaineering history and community.

Valores de Marca

• •Heritage and Tradition
• •Innovation and Performance
• •Safety and Reliability
• •Passion for the Mountains
• •Environmental Responsibility

Mejores Prácticas

• •Lead with Heritage, Follow with Innovation: Start stories with the foundation of trust built over 200 years, then pivot to how that experience fuels modern, cutting-edge design.
• •Balance the Epic with the Personal: Showcase grand mountainscapes and epic feats, but always connect them to a personal, human emotion or journey. The brand's vision is about the individual's path to self-discovery.
• •Use Authoritative, Uncomplicated Language: Speak with the confidence of an expert. Use technical terms where appropriate but explain their benefits clearly (e.g., 'Hot-forged steel for superior durability and penetration').
• •Champion the Community: Feature stories and content from athletes and everyday users. Use inclusive language like 'your mountain,' 'your path,' which aligns with the brand motto 'To Each Their Own.'
• •Ground Everything in Authenticity: Whether discussing a product's strength or a commitment to sustainability, be specific and genuine. Use real-world examples, from factory practices to expedition reports, to build credibility.

Percepción Social

Grivel is perceived as a respected legacy brand, a go-to for durable and high-performance 'hard goods' like ice axes and crampons. It successfully blends innovation with reliability, offering premium quality products, and is seen as an authentic, community-focused leader in mountaineering.

Ejemplos de Copy

• •Hold Fast. 200 years of trust, forged into the steel you depend on. When all that’s below is air, our heritage is what you hold onto. The G20 Crampon – precision for the unyielding. #Grivel #ToEachTheirOwn #IceClimbing
• •The Guide's Choice. For Good Reason. Born in the shadow of Mont Blanc, the Air Tech Evo is the evolution of the classic alpine axe. We hot-forge every chromoly steel pick not just to meet standards, but to create them. It's balanced for all-day glacier travel, yet aggressive enough for when the slope turns to ice. This isn't just an ice axe; it's a piece of Grivel history, ready for your next chapter.
• •Your Mountain is Waiting.
• •More Than a Summit. Some climbs are measured in meters. Others are measured in moments. For Grivel athlete [Athlete's Name], the recent ascent of [Mountain Name] was about rediscovering the 'why' behind the climb. It’s a story of challenge, friendship, and finding your path when the way forward is anything but clear. [Link to full story]
• •From Italian Forges to the World's Highest Peaks. Since 1818, our home has been Courmayeur. Our passion has been the mountains. We are blacksmiths, engineers, and climbers. We are Grivel. Discover the gear built on two centuries of innovation and passion. #GrivelSince1818