Merrell exists to share the simple power of being outside with everyone.
So, everything we say, do, and put out into the world should have a unified voice that ladders up to one purpose–bringing joy to the outdoors.
Tone of Voice
A unified voice. A unified message. A unified narrative.
The Merrell tone of voice is designed to establish a consistent presence across all touchpoints, channels and continents. Whenever and wherever consumers interact with Merrell, the brand should feel and sound seamless.
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We’re inviting.
We strive to inspire everyone, from all walks of life, to embrace the outdoors.
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We're optimistic.
It might be the Vitamin D talking, but when it comes to the outdoors, we radiate positivity.
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We're gutsy.
We like to occasionally wander outside our comfort zone because, well, who doesn’t?
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We're lighthearted.
We take the trail seriously but never ourselves. Because in the wilderness, laughter is the best echo.
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We’re genuine.
Our words bloom with sincerity, and our promises are rooted deep.
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We’re confident.
Like a trusty backpack, we carry our confidence wherever the conversation takes us.
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We’re straightforward.
We may be an outdoor brand, but we never beat around the bush with vague and flowery language. And the fewer words used to get a message across, the better.
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We’re spirited.
We're the adrenaline rush of a mountain summit and the warmth of a campfire story all rolled into one voice.
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We’re down-to-earth.
Putting on airs is not in our nature. Our brand's voice is as real and unfiltered as the ground we hike on. Refreshing, isn’t it?