Brand Tone

Motivational, Inclusive, and Confident

Brand Values

• •Performance
• •Inclusivity
• •Quality & Comfort
• •Style & Versatility
• •Community

Best Practices

• •Lead with ‘Why,’ Not Just ‘What’: Focus on benefits like unrestricted movement, connecting features to core values of performance, comfort, and confidence.
• •Embrace ‘You’ Language: Center copy on the customer by frequently using 'You' and 'Your' to make messaging personal and address aspirations.
• •Maintain a Motivational and Inclusive Voice: Ensure all copy is encouraging, celebrating progress, and consistently welcomes all body shapes and fitness levels.
• •Use Action-Oriented Words: Employ strong verbs like 'Start', 'Elevate', 'Discover', 'Sculpt', and 'Move' to align with the brand's performance-oriented identity.
• •Build the ‘Club’ Narrative: Continuously reinforce the sense of community using terms like 'Join the CAARDEO CLUB' and 'Fellow members' to foster belonging.

Social Perception

Overwhelmingly positive, with customers highly rating the brand for comfortable and breathable material, good fit, and vibrant colors. Perceived as delivering on promises of quality and comfort, and attentive to its clientele.

Copy Examples

• •Made for more than just the workout. Made for the journey. Our Second Skin collection moves with you, from the first rep to the final stretch. #CAARDEOActive #MadeForMovement
• •Headline: Elevate Your Performance. Sub-headline: Engineered for every goal. Discover breathable, form-fitting activewear that works as hard as you do.
• •Welcome to the Club. Your Journey Starts Now.
• •Headline: Fitness Isn't One Size Fits All. Neither Is Our Gear. Body: From Sculpt to Seamless, find the perfect fit for your body and your workout. Experience the comfort and performance of CAARDEO Active. Free shipping on orders over $100.
• •That feeling when your activewear is also your favorite loungewear. 💯 #GymToCouch #CAARDEOActive #Comfort