Brand Tone

Respectful, Passionate, Quality-Driven, and Community-Focused.

Brand Values

• •Quality
• •Dedication & Passion
• •Functionality & Durability
• •Support for Practitioners (all levels, including children)
• •Community
• •Jiu-Jitsu Lifestyle

Best Practices

• •Always let the genuine passion for Jiu-Jitsu shine through. Use language that resonates with practitioners, showing an understanding of the art and its demands.
• •Just as the brand values quality in products, ensure copy is well-crafted, error-free, and clearly communicates the benefits and features. Avoid overly casual slang unless it authentically fits a specific campaign and audience segment.
• •Foster a sense of belonging. Use inclusive language ("we," "us," "your journey"). Highlight community aspects, partnerships, or user-generated content where appropriate.
• •While the tagline "Solve The Ground Maze" is clever, the overall tone should remain respectful of the discipline and its practitioners. Clearly state product benefits and how they address the needs of a BJJ athlete.
• •Whether it's a product description, a social media post, or an email, the core tone (passionate, quality-driven, community-focused, respectful) should be recognizable. Develop a simple style guide for reference.

Social Perception

Emerging Specialist, Credible (through association), Quality-Conscious

Copy Examples

• •Engineered with passion, built for your journey. Introducing the [New Gi Name] – every stitch a testament to quality, every roll an opportunity to #SolveTheGroundMaze. Crafted for durability and comfort, whether you're drilling details or in the heat of competition. Join the Humaze family and feel the difference. Link in bio. #HumazeStore #BJJGear #JiuJitsuLife #QualityMatters #BJJCpmmunity
• •Dedication defines your BJJ. Shouldn't your gear reflect the same? At Humaze Store, we pour our passion into every kimono, rashguard, and belt, ensuring quality that stands up to your toughest rolls. Discover equipment designed to help you conquer the ground maze. Shop now: [Link] #HumazeBJJ #JiuJitsuEquipment #TrainHard #BJJPassion
• •Keep your little grappler motivated and comfortable with the Humaze Kids Kimono. We believe quality gear inspires young champions. Lightweight, durable, and designed for their first steps (and rolls!) on the BJJ journey. Help them solve their own ground maze. #HumazeKids #BJJForKids #FutureChampions #ComfortInTraining
• •Hey [Customer Name], At Humaze, we're more than just a store; we're part of the vibrant Jiu-Jitsu community. That's why we partner with academies like Carlson Gracie and focus on gear that elevates your training. This month, we're spotlighting [Community Event/Tip/Practitioner Story]. Read more and check out our latest arrivals: [Link] #HumazeCommunity #BJJFamily #SolveTheGroundMazeTogether
• •Humaze Store: Quality. Passion. Jiu-Jitsu. Equip yourself to solve the ground maze with gear crafted by dedicated practitioners, for dedicated practitioners. From your first belt to your competition best. #Humaze #BrazilianJiuJitsu #BJJGear