Brand Tone

Passionate, Authentic, Bold, Confident, Community-Focused, Quality-Driven, Approachable & Customer-Centric

Brand Values

• •Passion for Jiu-Jitsu
• •Quality & Durability
• •Individuality & Style
• •Community Engagement
• •Customer Satisfaction
• •Innovation & Refinement

Best Practices

• •Speak the Language of BJJ: Use terminology and references that resonate authentically with the Jiu-Jitsu community (e.g., "roll," "guard," "submission," "the art"). This shows you understand their world.
• •Emphasize Passion and Lifestyle: Consistently convey a deep-seated love and dedication to Jiu-Jitsu, not just as a sport, but as a way of life.
• •Balance Boldness with Quality: While highlighting unique and "flashy" designs, always ground it in the tangible benefits of quality, durability, and performance. Avoid letting the style overshadow the substance.
• •Foster a Sense of Community: Address your audience as fellow practitioners. Use inclusive language ("we," "us," "our community") and encourage interaction and feedback.
• •Be Confident, Not Arrogant: Showcase the strengths of your products and brand with conviction, but maintain an approachable and respectful tone that values the customer and the broader BJJ culture. Back up claims with quality and guarantees.

Social Perception

Established & Recognized, Distinct Style, Reputable for Quality (Generally), Associated with the BJJ Lifestyle, Customer Service Improvement

Copy Examples

• •Headline: UNLEASH YOUR ART. DEFINE YOUR FIGHT. Body: Don't just train. Make a statement. Break Point FC delivers Jiu-Jitsu gear built with passion, engineered for battle, and designed to be as unique as your game. Experience the difference quality makes. Roll with confidence.
• •Headline: BEYOND THE MAT. THIS IS OUR LIFESTYLE. Body: For us, Jiu-Jitsu isn't just a sport – it's in our DNA. Break Point FC crafts premium gis and apparel for those who live and breathe the BJJ journey. Durable. Distinctive. Dedicated to the art. Join the Break Point family.
• •Headline: QUALITY YOU CAN FEEL. STYLE THAT SPEAKS VOLUMES. Body: Why choose between performance and personality? Break Point FC gis are meticulously constructed for relentless training and designed to turn heads. Superior materials, bold aesthetics, and the heart of a fighter in every stitch.
• •Headline: ENGINEERED BY GRAPPLERS, FOR GRAPPLERS. Body: We get it. We train. We compete. That's why every Break Point FC product is born from a deep love for Jiu-Jitsu and a commitment to what truly works on the mats. Uncompromising quality, exceptional fit, built to endure.
• •Headline: MAKE YOUR MARK. THE MAT IS YOUR CANVAS. Body: Step onto the mat with gear that reflects your dedication and your unique style. Break Point FC offers premium BJJ equipment that’s as resilient and dynamic as you are. It’s more than a gi; it’s an extension of your art.