Phase 1 noun The Quarry
The brand launched in the grey market using the concept of a physical quarry as a metaphor for the prohibition. Written from the insiders point of view: “For a century, the quarry was an abandoned space that authorities and society forbade us to enter. They fenced if off, and posted ‘No Trespassing’ signs. We broke the rules and climbed the fences in order to partake of the intense beauty hidden beyond.”
Find the limits, trespass, reclaim, and live on the edge.
Phase 2 verb To Quarry
Shedding the shadows of prohibition liberated the brand to openly engage in a mature, active, and healthy community. No longer confined by secrecy, the Quarry could embrace its new legal status and empower our customers to explore and enjoy without hesitation, promoting a sense of freedom and personal expression.
Partake, connect, quarry your own way.
Copywriter: Peter Hewlett
