Brand Tone

intense, hardcore, audacious, and results-driven. It's also direct, slightly irreverent, and confident.

Brand Values

• •Extreme Potency & Effectiveness: The core value is providing products that deliver a powerful, undeniable impact on performance.
• •High Quality: Emphasis on using pure, high-grade materials and careful formulation, including lab-grade ammonia and producing in small batches for quality control.
• •Athlete-Focused Innovation: Developing products specifically for the needs of serious strength athletes, including considerations for longevity, ease of use, and even performance in cold temperatures for some products.
• •Audacity & Confidence: A fearless approach to product creation and marketing, not shying away from the aggressive nature of their smelling salts.
• •Community & Hype: Fostering a sense of belonging among dedicated strength enthusiasts who seek out the most potent aids, reflected in the "Hype Dust" name and "Stay Woke" slogans.

Best Practices

• •Embrace Intensity: Use strong, active verbs and visceral, impactful adjectives. Don't be afraid of bold claims, but ensure they are rooted in the product's actual (and renowned) potency.
• •Speak the Lifter's Language: Incorporate slang and terminology common in the powerlifting and serious gym community (e.g., PRs, "crush it," "dominate," "beast mode"). However, ensure it feels authentic and not forced.
• •Maintain an Edge of Audacity: Reflect the "Science + VIOLENCE™" and "BECAUSE F*CK YOUR NOSE" attitude in a confident, slightly rebellious, and unapologetic voice. This doesn't mean being offensive, but rather fearlessly confident.
• •Visual-Verbal Consistency: Ensure that the intense, dark, and energetic visuals on social media and the website are mirrored by equally potent and direct language in captions, product descriptions, and ads.
• •Highlight User Testimonials (Wisely): Leverage the powerful and often extreme language used by actual customers in their reviews, as it authentically reflects the brand's perception and reinforces the established tone. Frame these testimonials to amplify the brand's core messages of potency and effectiveness.

Social Perception

a provider of some of the strongest and most effective smelling salts on the market. Users often describe the experience of using their products in dramatic, almost hyperbolic terms, indicating a powerful impact. The brand is seen as catering to serious, experienced athletes who are looking for an intense stimulus. There's a respect for the potency, with many reviews cautioning new users. The brand has a "hardcore" or "elite" image within the strength community.

Copy Examples

• •WARNING: NOT FOR THE FAINT OF HEART. Introducing Obsidian Annihilation Salts. We've pushed the limits of science and sanity to bring you a jolt so fierce, your previous PRs will feel like warm-ups. You asked for stronger. We delivered oblivion. *Handle with caution. Results guaranteed.* #ObsidianAnnihilation #NextLevelStrong #ScienceAndViolence
• •Fuelled by grit. Powered by Obsidian. You don't just lift; you dominate. Our latest gear and ammonia are forged for the relentless, the dedicated, the ones who know 'good enough' is a lie. Show us how you #StayWoke and #LiftHeavy. Tag @obsidian_ammonia to be featured. #ObsidianTribe #PowerliftingCulture
• •When the iron calls, answer with unwavering focus. Obsidian Ammonia cuts through the noise, sharpening your senses and steeling your resolve. One sniff is all it takes to transform doubt into determination. *Uncap. Inhale. Conquer.* #ObsidianFocus #MentalEdge #DominateYourLifts
• •Tired of ammonia that fades before you do? **Hype Dust™** is your always-ready, water-free power source. Months of consistent, face-melting hits in every bottle. No spills, no mixing, just pure, unadulterated hype when you demand it. #HypeDust #AlwaysReady #LongLastingPower #NoWaterNeeded
• •Pretty sure our 'Nose Bleach' could wake a hibernating bear... and make it want to hit a deadlift PR. Yeah, it's that strong. Consider your senses warned (and awakened). What's the craziest thing Obsidian has powered you through? Drop it below! #BecauseYourNose #ObsidianStrength #SmellingSaltsSoStrong