Brand Tone

Raw and Unfiltered, Authentic/Core, Rebellious/Anti-Establishment, Confident/Bold, Informal/Colloquial, Sometimes Humorous (Dry/Insider)

Brand Values

• •Authenticity: Staying true to the roots and culture of street skateboarding.
• •Team/Brotherhood: The team is central, portrayed as a tight-knit crew. Loyalty is implied.
• •Raw Expression/Creativity: Skateboarding as a form of self-expression, embracing the risks and imperfections.
• •Longevity/Legacy: Building on a strong history and contributing to skateboarding's ongoing narrative.
• •Passion for Skateboarding: Everything revolves around the act of skateboarding itself.
• •Independence: A sense of doing things their own way.

Best Practices

• •Keep it Real: Use authentic skate vernacular and visuals. Avoid overly polished or corporate language.
• •Focus on the Action: Let the skateboarding do most of the talking. Use strong verbs and direct statements.
• •Embrace the Grit: Don't be afraid of imperfection in visuals or language; it adds to the authenticity.
• •Highlight the Team: The riders are the heart of Baker. Feature them prominently and let their personalities shine.
• •Be Confident and Direct: Avoid hesitant language. Baker is an established brand with a strong identity; the copy should reflect that.

Social Perception

Iconic/Legendary, "Skater's Skateboard Brand", Influential, Resilient, Associated with Andrew Reynolds ("The Boss")

Copy Examples

• •New Baker wood just hit. Built to take a beating. Go get yours.
• •The [Rider Name] part just dropped. No filler, all killer. This is Baker.
• •Less talk, more skate. Baker since 2000.
• •Baker gear. For the session, for the streets. Rep the crew.
• •Stacking clips and taking names. Baker life. 🛠️