Brand Tone

Adventurous & Inspirational, Authentic & Rugged, Irreverent & Bold, Purposeful & Modern

Brand Values

• •Adventure & Exploration
• •Storytelling
• •Authenticity
• •Quality & Durability
• •Style & Versatility
• •Integrity & Commitment
• •Collaboration & Improvement
• •Sustainability

Best Practices

• •Balance Ruggedness with Refinement: While the gear is tough, the language can still be articulate and engaging, reflecting the 'trail to the bar' versatility.
• •Speak to the 'Revivalist': Address the customer as someone who seeks more than just a product – they seek experiences, authenticity, and a connection to a story larger than themselves.
• •Showcase products in action during expeditions, such as surfing, climbing, and running.
• •Highlight durable quality, comfort, and sustainable practices.
• •Emphasize adventure-specific utility and style, drawing on the brand's collaborations and positive reviews.

Social Perception

Well-Regarded for Quality and Style, Appeals to Adventurers, Mysterious and Intriguing, Innovative Storyteller

Copy Examples

• •"Roark's latest journey takes him to the rugged coast of Iceland, where he discovers hidden surf breaks and ancient Viking trails. Explore the collection inspired by his adventure."
• •"Purpose-built gear for the modern explorer. From the trail to the bar, Roark apparel is designed to keep you comfortable and stylish, no matter where your journey takes you."
• •"Embrace the unknown. Roark's new collection is inspired by the bold adventurers who dare to go off the beaten path."
• •"Sustainability meets adventure. Roark is committed to using sustainable fabrics and Fair Trade partners to create apparel that's good for the planet and good for your soul."
• •"The 5-Day Mule bag: Your trusty companion for any adventure. Durable, comfortable, and designed with thoughtful details, this bag is ready for anything."