Brand Tone

Trustworthy & Reliable, Supportive & Empowering, Professional & Knowledgeable, Relatable & Authentic, Aspirational & Performance-Oriented

Brand Values

• •Quality: Commitment to the highest quality ingredients and manufacturing processes, including CO2 extraction for CBD and third-party testing.
• •Trust & Transparency: Openness about product ingredients, lab testing, and THC-free status.
• •Efficacy: Focus on creating products that deliver noticeable results for recovery, performance, and overall well-being.
• •Natural Solutions: Prioritizing natural ingredients and providing alternatives to traditional medication where appropriate.
• •Empowerment & Support: Helping individuals take control of their health and wellness to live an active and fulfilling life.
• •Accessibility: Aiming to make high-quality supplements and the science behind them understandable and available to a broader audience.

Best Practices

• •Anchor to Athlete Origins, Broaden to All Active Individuals: Consistently reference the founders' story and athlete trust, but ensure messaging is inclusive for anyone pursuing an active and healthy lifestyle.
• •Prioritize "Trust" Language: Regularly use terms like "trusted," "tested," "certified," "0% THC," "natural," and "quality" to reinforce reliability and safety.
• •Use active, encouraging language.
• •Educate Simply and Clearly: When discussing CBD or complex supplements, break down information into easily digestible points, avoiding overly technical jargon while still sounding knowledgeable.
• •Show, Don't Just Tell, with Testimonials and UGC: Leverage customer reviews, athlete endorsements, and user-generated content to provide authentic social proof of the brand's values and product efficacy.

Social Perception

Trusted by Athletes, High-Quality & Safe, Effective for Recovery and Wellness, Modern & Innovative, Premium (but accessible), Supportive of Active Lifestyles

Copy Examples

• •It's your life, live it to the max.
• •From CBD oils to essential vitamins, trust in the power of nature, backed by science.
• •Wake up refreshed and ready to conquer your day, every day.
• •Feel the `fourfive` difference.
• •What moments will you empower today?