Brand Tone

Authentic, Respectful, Community-Oriented, Empowering, Modern & Stylish

Brand Values

• •Legacy & Heritage
• •Authenticity
• •Quality
• •Respect
• •Discipline & Perseverance
• •Lifestyle

Best Practices

• •Always tie messaging back to the core principles and history of Gracie Jiu-Jitsu. Use terminology and references that resonate authentically with practitioners (e.g., "Oss," "the gentle art").
• •Address your audience as fellow practitioners and enthusiasts. Foster a sense of shared identity and passion. Use inclusive language.
• •Continuously reinforce the genuineness of the brand's connection to the Gracie heritage and the high standards of the products. Avoid overly salesy or gimmicky language.
• •The tone should reflect the discipline and respect inherent in Jiu-Jitsu. While confident, avoid arrogance. Acknowledge the effort and dedication of those who practice the art.
• •Ensure that the tone of the copy is consistent with the brand's visual identity (e.g., imagery used on the website and social media). If visuals are strong and action-oriented, the copy should complement this with empowering and direct language.

Social Perception

For Practitioners: Likely viewed as a brand that understands and represents their passion. They would value the authenticity and connection to the Gracie name. The quality of apparel for training and casual wear would be a key factor. For the Wider Public (with awareness of BJJ): Perceived as a niche brand representing a specific, disciplined lifestyle. The association with "Gracie" lends it credibility and a degree of prestige within martial arts circles. Potential Challenges: Ensuring the brand remains genuinely connected to the community and doesn't appear to be merely capitalizing on a name without delivering on quality or respecting the art's core values.

Copy Examples

• •Estilo Gracie: Wear the Legacy. Live the Art.
• •More than just a t-shirt, it's a statement of your dedication. Crafted for comfort and durability, our [Product Name] tee embodies the spirit of Gracie Jiu-Jitsu, on and off the mats. Oss.
• •Fuel your journey with the authentic spirit of Jiu-Jitsu. Our latest collection is designed for those who respect the heritage and live the lifestyle. #EstiloGracie #GracieJiuJitsu #BJJLifestyle #WearYourArt
• •Embrace the Gracie Way: New Arrivals + Our Commitment to Quality.
• •At Estilo Gracie, we are more than an apparel brand. We are custodians of a legacy, committed to honoring the rich history and profound philosophy of Gracie Jiu-Jitsu through authentic, high-quality gear for the dedicated practitioner.