Brand Tone

Aspirational and Performance-Oriented, Scientific and Innovative, Confident and Direct, Premium and Pure.

Brand Values

• •Performance
• •Innovation and Science
• •Wellness
• •Sustainability
• •Transparency

Best Practices

• •Lead with Performance, Support with Science: Always connect the product to tangible benefits like "faster recovery" or "sharper focus." Use scientific terms like "nano-oxygen" and "clinically tested" as supporting points to build trust and authority.
• •Use Aspirational and Active Language: Employ powerful verbs and an inspiring tone. Phrases like "Drink to Thrive," "Power Every Moment," and "Unlock Your Potential" align with the brand's goal-oriented audience.
• •Integrate Sustainability as a Proof Point of Quality: Mention the use of "Prevented Ocean Plastic" and the brand's commitment to clean sourcing. This reinforces the values of purity and responsibility, appealing to modern consumers who expect brands to be eco-conscious.
• •Maintain a Premium Lexicon: Use words like "ultra-smooth," "pristine," "pure," and "certified" to consistently communicate the high-end quality of the product, from the water's source to its scientific formulation.
• •Address Skepticism with Confident Transparency: Acknowledge that the technology is innovative and new. Use phrases like "It's not hype. It's science" and be transparent about ongoing research. This builds trust by showing confidence and honesty rather than ignoring potential customer doubts.

Social Perception

Positive perception from customers and sponsored athletes, lending credibility. However, there is significant online skepticism regarding the scientific basis, which the brand actively addresses through research and transparent communication.

Copy Examples

• •Recovery isn't an option. It's the foundation of your next win. Our nano-oxygen technology is designed to support muscle recovery and reduce fatigue, helping you get back to training faster and stronger. This is how you power every moment. #KureOxygen #PerformRecoverRepeat #AthleteLife #FunctionalHydration
• •Find Your Clarity in the Chaos. You breathe to survive. Now drink to thrive. KURE supports mental focus and performance when you need it most, powered by oxygen-infused Cornish spring water. Elevate your workday.
• •More Than Water. The World's Smartest Supplement. Your body needs two things to thrive: water and oxygen. We combined them. KURE delivers a functional hydration boost designed for clarity, recovery, and daily performance. Clean, simple, and effective. Try the future of hydration today.
• •Don't Just Hydrate. Oxygenate. Your exclusive offer inside.
• •Bounce back faster. RECOVER is engineered to complement your body's natural healing process. By delivering bioavailable oxygen through hydration, it helps support circulation and reduce post-exercise fatigue. It's your secret weapon for staying at the top of your game.