Brand Tone

Empowering, Minimalist, and Sophisticated

Brand Values

• •Quality & Performance
• •Timeless Style
• •Confidence & Empowerment
• •Versatility

Best Practices

• •Lead with Feeling, Support with Function: Start with the emotional benefit (e.g., "Effortless confidence," "Unmatched comfort") and follow with the functional details (e.g., "crafted from Italian technical fabric," "featuring a supportive high-rise waist").
• •Use Elevated & Evocative Adjectives: Choose words that reflect the premium nature of the brand. Instead of "nice" or "good," use terms like "sculpting," "signature," "luxe," "timeless," and "impeccable."
• •Maintain the "Studio-to-Street" Narrative: Consistently reference the versatility of the pieces across all channels to reinforce this core value proposition. Frame products as solutions for a dynamic, modern lifestyle.
• •Keep it Concise and Confident: Mirror the minimalist aesthetic with clean, direct, and self-assured copy. Avoid overly long sentences or unnecessary filler words. Let the quality of the product and visuals speak for themselves.
• •Adapt the Tone for the Platform: While the core values remain the same, adjust the delivery for each social channel. Keep Instagram's copy polished and aspirational, while making TikTok's content more conversational, engaging, and trend-aware.

Social Perception

Aspirational, Niche & Curated, and Community-Focused (on TikTok)

Copy Examples

• •Engineered for Performance. Designed for Life. Discover active essentials that move with you, from studio to street.
• •Introducing Orchid. The second-skin feel of our signature H Unitard, now in a hue as bold as you are. Limited quantities available. #herosofficial #studiotostreet
• •A modern take on a classic silhouette. The 80s Legging features our signature Soft Sculpt fabric that contours and supports, while the distinctive color-block design provides an elevated, retro-inspired look. With a high-rise waist and impeccable fit, it's a timeless piece built for your toughest workouts and busiest days.
• •The Ultimate Edit: Your New Favorite Sweats Have Arrived
• •A fast-paced 'Get Ready With Me' video showing a creator starting her day with a workout in a HÉROS set, then throwing on a blazer and boots to transition the look for a coffee run, with on-screen text reading: 'My one set for a 6 AM workout and a 9 AM meeting. #heros #activewear #fitcheck'