Brand Tone

Motivational & Aspirational, Empathetic & Supportive, Direct & Confident, Youthful & Edgy

Brand Values

• •Resilience & Perseverance
• •Ambition & Goal Achievement
• •Self-Respect & Discipline
• •Mindset & Inner Strength
• •Quality & Functionality

Best Practices

• •Regularly use powerful, aspirational words and phrases that align with the brand (e.g., "unbreakable," "relentless," "ambition," "ascend," "forge," "mindset").
• •Emphasize the brand's role as a "metaphorical spotter" in life, not just in the gym.
• •Highlight the quality and functionality of the apparel, such as moisture-wicking fabrics and durable materials.
• •Incorporate motivational names and messages in product descriptions.
• •Maintain an approachable and supportive tone when addressing customer queries.

Social Perception

RYPPED seeks to be perceived as a brand that supports individuals in their pursuit of personal growth through fitness, offering high-quality apparel designed to empower and inspire resilience, ambition, and a strong mindset.

Copy Examples

• •"EMBRACE AMBITION."
• •"Built for those who never settle."
• •"Every piece we design carries meaning, and every drop is backed by an affirmation."
• •"ASCEND – EVERY STEP IS PROGRESS."
• •"Wear your mindset. Discover gear that matches your grit."