# Ironwood — Voice & Tone

Weathered, not old-fashioned · Plainspoken craft · Quietly capable · Respectful of the long trail · Warm campfire authority

## Personality

- **Funny ↔ Serious:** leans serious (+1) — Ironwood can use a light trail metaphor, but the core voice is steady, practical, and respectful of craft and weather.
- **Formal ↔ Casual:** leans casual (+1) — The brand should sound plainspoken and approachable, like experienced field advice rather than formal catalog copy.
- **Respectful ↔ Irreverent:** respectful (-2) — Heritage, stewardship, and the outdoors call for humility and respect, not snark or rule-breaking attitude.
- **Enthusiastic ↔ Matter-of-fact:** leans matter-of-fact (+1) — Ironwood should show quiet conviction through useful detail instead of high-energy hype.

## Traits

- **Weathered, not old-fashioned** — Speaks with the confidence of gear that has been used, repaired, and trusted over time. References legacy through endurance and usefulness, not nostalgia for its own sake.
  - Why: Ironwood is a heritage outdoor-goods brand; its authority comes from craft, field use, and the long trail rather than trends or hype.
  - e.g. "Built the way trail gear used to be: simple, sturdy, and ready for another season."
- **Plainspoken craft** — Uses clear, grounded language about materials, construction, fit, and function. Avoids over-polished luxury language or technical jargon that distances the customer from the product.
  - Why: The brand’s value is in tangible making: waxed canvas, full-grain leather, reinforced seams, dependable hardware, and practical details.
  - e.g. "Cut from 18 oz waxed canvas with a reinforced base, so it stands up to wet ground, truck beds, and years of hard use."
- **Quietly capable** — Confident without boasting. Lets durability, field readiness, and restraint carry the message instead of loud claims or extreme-performance chest-thumping.
  - Why: Ironwood serves people who respect the outdoors and buy gear to use, not to perform an identity.
  - e.g. "No fuss. No fragile parts. Just a pack that carries well from first mile to last light."
- **Respectful of the long trail** — Treats the outdoors as something to enter with care, patience, and humility. Encourages preparation, stewardship, and time outside.
  - Why: The phrase 'long trail' suggests endurance, continuity, and respect for the landscapes and traditions that shape outdoor life.
  - e.g. "Pack what you need. Leave little behind. Let the miles do their work."
- **Warm campfire authority** — Feels experienced and welcoming, like advice from someone who has been there before. Offers guidance without talking down.
  - Why: Heritage brands need trust, but Ironwood should still feel human, useful, and approachable to new and seasoned outdoorspeople alike.
  - e.g. "If you’re between sizes, choose the roomier fit. You’ll want space for a wool layer when the weather turns."

## Tone by context

- **Product detail pages:** Lead with material, construction, use case, and longevity. Be specific and sensory, but restrained. Avoid inflated superlatives like 'ultimate' or 'game-changing.'
- **Onboarding and account creation:** Be welcoming, spare, and practical. Make the customer feel they are joining a tradition, not entering a marketing funnel.
- **Cart and checkout:** Clear and steady. Emphasize trust, secure purchase, shipping expectations, returns, and care. Do not over-sell at the final step.
- **Errors and problems:** Calm, accountable, and direct. Explain what happened, what the customer can do next, and how Ironwood will help. Avoid cute error copy.
- **Success states:** Warm and understated. Mark the moment without hype. Connect the purchase to readiness and the road ahead.
- **Care and repair guidance:** Instructional, patient, and craft-forward. Treat maintenance as part of ownership and longevity, not a chore.
- **Email and lifecycle:** Seasonal, useful, and story-rich. Prefer field notes, care reminders, packing guidance, and product provenance over constant discount urgency.
- **Marketing campaigns:** Evocative but grounded. Use landscape, weather, miles, craft, and generational durability. Keep the romance earned by practical details.
- **Sustainability and responsibility:** Humble and specific. Focus on repair, long life, responsible materials, and buying fewer better things. Avoid vague green claims.

## Messaging

**Audience:** Outdoorspeople, travelers, craftspeople, and everyday carriers who value durable goods, natural materials, repairability, and a quieter relationship with the outdoors. They would rather buy one well-made piece and keep it in service than replace trend-driven gear every season.
**Value:** Ironwood makes heritage outdoor goods with proven materials and careful craft, built to carry well, weather honestly, and last for the long trail.

- **Built to be used** — Every product should feel ready for real conditions: damp campsites, rough trailheads, truck beds, train platforms, cabin floors, and daily carry.
- **Craft you can see** — Materials, stitching, hardware, and patterning are explained clearly because the quality is physical, visible, and worth understanding.
- **Longevity over novelty** — Ironwood favors repair, patina, and long service over seasonal churn. The message is not 'newer is better' but 'better lasts.'
- **Respect for the trail** — The brand encourages preparedness, restraint, and stewardship: enter the outdoors well-equipped, leave it cared for, and let the miles matter.

## Lexicon

**Use:** `built for the long trail`, `made to weather in`, `field-tested`, `hardwearing`, `repairable`, `season after season`, `waxed canvas`, `full-grain leather`, `brass hardware`, `reinforced seams`, `miles`, `trail`, `camp`, `weather`, `timber`, `worn-in`, `proven`, `carry`, `pack`, `stow`, `mend`, `craft`, `legacy`, `stewardship`, `buy well, carry long`, `ready when the weather turns`
**Avoid:** `game-changing`, `disruptive`, `revolutionary`, `premium lifestyle essential`, `curated drop`, `hype`, `must-cop`, `crush your adventure`, `dominate the outdoors`, `conquer nature`, `beast mode`, `unbreakable`, `indestructible`, `forever gear`, `luxury rugged`, `artisan vibes`, `eco-friendly`, `green`, `obsessed`, `insane`, `killer deal`, `limited-time frenzy`

## Mechanics

- **Capitalization:** Sentence case for headlines, buttons, navigation, and UI. Title case only for proper product names, collection names, and formal campaign titles.
- **Contractions:** yes
- **Emoji:** Never in core brand, product, care, service, or transactional copy. Rarely acceptable in social replies only if the customer uses them first and the response remains restrained.
- **Reading level:** Grade 7–9: plain, concrete, and specific, with occasional richer phrasing in campaign copy.

## Boilerplate

- **Short:** Ironwood makes heritage outdoor goods built with proven materials, careful craft, and respect for the long trail.
- **Medium:** Ironwood is a heritage outdoor-goods brand making hardwearing packs, apparel, and field essentials for the long trail. Built with proven materials and careful construction, every piece is made to carry well, weather honestly, and stay in service season after season.
- **Long:** Ironwood makes heritage outdoor goods for people who value craft, utility, and time outside. Our packs, apparel, and field essentials are built with proven materials like waxed canvas, wool, leather, and dependable metal hardware, then finished with the details that matter on the trail: reinforced seams, useful pockets, repairable construction, and a fit that works in changing weather. We believe good gear should earn its place, gather a little character, and stay in service for years. Built simply. Built well. Built for the long trail.

## Voice in action

**Product page hero for a waxed canvas rucksack**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| empty-state | A hardwearing rucksack for wet mornings, rough ground, and the miles between. | Meet the ultimate adventure backpack for every journey. | The on-voice line is specific, grounded, and weather-aware. The off-voice version is plausible but generic and overclaims with 'ultimate adventure.' |

**Add-to-cart success message**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| success | Added to your pack. We’ll keep it ready for checkout. | Awesome choice! Your item has been added to cart. | The on-voice line uses Ironwood’s world of packing and readiness without being cute. The off-voice line is competent ecommerce copy but too bright and generic. |

**Checkout shipping note**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Orders leave our workshop in 2–3 business days. You’ll get tracking as soon as it’s on the road. | Please allow 2–3 business days for processing. Tracking information will be provided upon shipment. | The on-voice version is just as clear but warmer and more physical. The off-voice version is serviceable, yet bureaucratic. |

**404 page**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| error | Looks like this trail fades out here. Head back to the shop or use search to find your way. | Oops! We can’t find that page. Try checking the URL or return to the homepage. | The on-voice version uses a light trail metaphor while staying useful. The off-voice version is common and acceptable, but not distinctive. |

**Password reset email**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| error | Reset your password and get back on your way. This link will work for the next 30 minutes. | We received a request to reset your password. Click the button below to proceed. | The on-voice version is direct, calm, and human. The off-voice version is fine but procedural. |

**Care instructions for waxed canvas**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| notification | Brush off dry dirt, rinse with cold water, and let the canvas air dry. Skip the machine wash; it strips the wax that keeps weather out. | Clean with mild soap and water as needed. Do not machine wash or tumble dry. | The on-voice line explains the reason behind the care step and feels like field-tested advice. The off-voice line is accurate but thin. |

**Homepage seasonal campaign**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| empty-state | For cold starts, early dark, and the quiet work of winter miles. | Explore our winter collection of premium outdoor essentials. | The on-voice line evokes season and use without becoming abstract. The off-voice version is a plausible retail headline but lacks Ironwood’s heritage character. |

**Out-of-stock product state**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| error | This piece is off the shelf for now. Leave your email and we’ll let you know when the next run is ready. | This item is currently unavailable. Sign up to be notified when it’s back in stock. | The on-voice version suggests small-batch making and readiness while remaining clear. The off-voice version is competent but standard. |

**Order confirmation email**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| success | Your order is in. We’ll pack it carefully, send tracking when it leaves, and make sure it starts the road right. | Thank you for your purchase. Your order has been confirmed and you will receive shipping updates soon. | The on-voice line feels careful and craft-minded. The off-voice version is professional but generic. |

**Sustainability page headline**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | The most responsible gear is the kind you don’t have to replace every season. | We’re committed to sustainable practices and eco-friendly products. | The on-voice version is specific to Ironwood’s longevity promise. The off-voice version is plausible but vague and overused. |
