Brand Tone

Scientific and Authoritative, Minimalist and Direct, Inspirational and Athlete-Centric

Brand Values

• •Innovation and Science
• •Performance and Efficacy
• •Simplicity and Purity
• •Athlete-First Mentality

Best Practices

• •Lead with Science, Not Superlatives: Ground all claims in the brand's Hydrogel Technology and the physiological benefits. Use terms like 'encapsulate,' 'high-carbohydrate,' and 'tolerability' rather than generic marketing words like 'amazing' or 'incredible.'
• •Maintain a Minimalist Aesthetic in Words: Use concise, direct language. Keep sentences short and to the point. The copy should feel as clean and uncluttered as the product's packaging and ingredient list.
• •Speak Athlete-to-Athlete: Write with an understanding of the endurance athlete's mindset. Reference the dedication, the training, and the challenges of performance. This builds authenticity and connection.
• •Show, Don't Just Tell, the Performance: Instead of just claiming the product works, leverage the results. Mention world records, major marathon wins, and the caliber of athletes who choose Maurten. Let the proof be the persuasion.
• •Embrace the 'Un-Flavor': Be confident about the product's neutral taste. Position it as a deliberate choice rooted in performance and purity, not a lack. Frame it as a benefit that prevents flavor fatigue during long events.

Social Perception

The Elite Fuel, Effective but Expensive, A "Game Changer"

Copy Examples

• •The Barrier, Broken. Introducing the Gel 160. 40 grams of carbohydrates. One serving. Built on our patented Hydrogel Technology for maximum energy and minimal gastric distress. We don't add flavors or preservatives. Only science. Fuel your next record.
• •The work is done in silence. In the early mornings. On the lonely miles. The finish line is just the receipt. We're proud to be the fuel for the unseen hours. #FuelYourPotential
• •Your Race Day Fuel. Solved. Don't leave your nutrition to chance. Our Fuel Guides are built on proven strategies used by the world's best. Train your gut. Execute your plan. Trust the technology.
• •More energy. Fewer ingredients. Water, glucose, fructose, and a few natural salts. That is the foundation of our Drink Mix 320. 80 grams of carbohydrates encapsulated in a hydrogel. It's everything you need to perform, and nothing you don't.
• •It's Not Sweet. It's Fuel. You asked why our gels aren't flavored. The answer is performance. Artificial flavors can increase the risk of stomach issues. We focus on what matters: clean energy delivery. A subtle sweetness from the carbohydrates, a firm hydrogel texture, and a simple purpose to help you go faster, longer.