Brand Tone

Community-focused & Inclusive, Inspirational & Empowering, Respectful & Traditional, Professional & Quality-conscious, Supportive

Brand Values

• •Legacy & Heritage
• •Community & Brotherhood
• •Integrity
• •Development
• •Quality & Performance
• •Pride & Loyalty
• •Inspiration & Empowerment

Best Practices

• •Emphasize Community & Unity: Always use inclusive language ("we," "our team," "your GB family"). Highlight stories of students, instructors, and the global network.
• •Connect to Heritage & Values: Regularly reference the Gracie Barra legacy, Master Carlos Gracie Jr.'s vision, and core values like brotherhood, integrity, and development in your messaging.
• •Maintain an Inspirational & Empowering Voice: Focus on how the gear helps individuals achieve their BJJ goals, build confidence, and become part of something bigger. Use strong, positive action verbs.
• •Showcase Quality & Performance Authentically: Detail the craftsmanship and materials when describing products, linking them to the practical needs of BJJ training and competition. Use testimonials from practitioners.
• •Be Consistent Across All Platforms: Ensure the tone, values, and visual identity are harmonized across the website, social media channels, email marketing, and any customer service interactions. Create a simple brand messaging guide for all content creators.

Social Perception

Official & Authentic, Quality Gear, Community Symbol, Requirement (for GB members), Supportive of Athletes

Copy Examples

• •Headline: Wear the Legacy. Live the Jiu-Jitsu. Body: More than just apparel, it’s a symbol of your dedication, your team, and the Gracie Barra spirit. Shop the official GB Wear Europe collection and join a global community united by the gentle art. Call to Action: Discover Your Gear
• •Headline: Engineered for Your Journey. Inspired by Ours. Body: From your first roll to the podium, GB Wear Europe provides the quality and performance you demand. Our gear is crafted with the Gracie Barra heritage in every stitch, empowering you to train harder and achieve more. Call to Action: Shop Training Essentials
• •Headline: The Red Shield: More Than a Logo, It’s Our Bond. Body: When you wear GB Wear, you represent a worldwide family committed to brotherhood, integrity, and development. Find your official Kimonos, Rashguards, and lifestyle apparel here. Call to Action: Join the Team
• •Headline: Beyond the Mats: Carry the Gracie Barra Pride Everywhere. Body: Our lifestyle collection lets you express your passion for Jiu-Jitsu even when you’re not training. Comfortable, stylish, and unmistakably GB. Call to Action: Explore Lifestyle Apparel
• •Headline: Train. Endure. Prevail. The Official Gear of Gracie Barra. Body: GB Wear Europe delivers the resilience and comfort needed for every tough session. Built on tradition, designed for the modern practitioner. Equip yourself with the best. Call to Action: Get Your Uniform