Brand Tone

Adventurous & Free-Spirited, Authentic & Heritage-Driven, Enthusiastic & Community-Focused, Emerging Fitness/Strength Focus, Conscious (Sustainability)

Brand Values

• •Adventure & Passion for the Outdoors
• •Authenticity & Heritage
• •Quality & Durability
• •Sustainability & Responsibility
• •Community
• •Strength & Performance (emerging)

Best Practices

• •Develop a Unified Brand Voice Guide: Document the core brand voice (Adventurous, Authentic, Conscious) and clearly define how/if the Strength/Performance tone (seen on TikTok) integrates or if it's a distinct sub-brand voice. Provide do's and don'ts for each.
• •Know Your Platform, Adapt Your Dialect: While the core values remain, tailor the expression of the tone to each platform. Instagram might be more visual and aspirational (adventure lifestyle), while TikTok can be more direct, energetic, and embrace the fitness angle if that's a strategic direction. Facebook can be a blend, good for community building and storytelling.
• •Prioritize Visual Storytelling: Animal's heritage is in action and lifestyle. Ensure imagery and videography consistently reflect the core values of adventure, freedom, and (where relevant) the energy of the fitness community.
• •Weave in Values Consistently: Whether it's a product description, social media post, or About Us page, subtly reinforce key values like heritage (Since '87), adventure (Made for the wild), and sustainability (Consciously crafted).
• •Engage Authentically: Respond to comments and messages in a way that reflects the brand's personality – be enthusiastic, helpful, and community-oriented. If addressing the fitness segment, use language that resonates with that audience (crush your goals, fuel your performance).

Social Perception

Established Lifestyle Brand, Nostalgia, Concerns about Quality/Direction Post-Acquisition, Fitness/Bodybuilding Association (Segmented), Positive for Sustainability Efforts

Copy Examples

• •Headline: Unleash Your Wild: Gear Up for Adventure. Body: From coastal breaks to mountain peaks, Animal has been riding with you since '87. Discover apparel built for the elements and designed for the free spirit. #AnimalAdventures
• •Headline: Heritage Born. Future Driven. Sustainably Crafted. Body: We’re rooted in adventure and committed to the planet. Explore our latest collection, made with responsibly sourced materials, ready for wherever the journey takes you.
• •Headline: More Than Apparel. It's a Mindset. Body: For those who push limits – in the surf, on the snow, or in the gym. Animal fuels your passion. Tag us in your #AnimalJourney.
• •Headline (Fitness/Supplement focus, if applicable): Fuel Your Roar: Animal Performance Nutrition. Body: Crush your goals with the gear and fuel trusted by athletes. Hardcore support for your most intense sessions. #AnimalPerformance #TrainLikeAnAnimal
• •Headline: Built to Endure. Styled for Freedom. Body: Decades of adventure, stitched into every piece. Experience the Animal difference – quality you can feel, style that speaks your language.