Brand Tone

Motivational, intense, and raw; characterized by powerful, action-oriented, direct, and unfiltered language, aiming to create a shared, hardcore identity for fitness enthusiasts.

Brand Values

• •Strength and Power
• •Perseverance
• •Self-Improvement
• •Authenticity

Best Practices

• •Use Strong, Active Verbs: Employ words like "crush," "dominate," "forge," "unleash," and "conquer" to maintain an energetic and powerful tone.
• •Focus on the "Why," Not Just the "What": Frame products not just by their features (e.g., "cotton blend") but by their purpose (e.g., "Engineered for the days that define you"). Connect the apparel to the user's goals and mindset.
• •Maintain a Raw and Authentic Voice: Avoid overly polished, corporate jargon. Use direct, concise, and impactful sentences that mirror the intensity of a workout.
• •Foster a Community Identity: Use inclusive yet exclusive language like "For those who get it," "Join the mindset," or "We are Obeast" to make customers feel like part of a dedicated group.
• •Celebrate the Struggle: Acknowledge the pain, sweat, and dedication involved in training. The copy should resonate with the idea that results are earned through hard work, positioning the brand as a symbol of that effort.

Social Perception

Perceived as a niche label for serious and dedicated members of the gym community, aligning with a 'beast mode' mentality and seen as aspirational for those committed to intense physical training.

Copy Examples

• •Forge your limits. Unleash the beast. This is not just apparel; it's your armor.
• •They see sweat. We see progress. Earned, not given. #UnleashTheBeast #ObeastMindset
• •The Blackout Collection is here. Time to dominate.
• •Built for the grind. The Obeast 'Dominate' Hoodie is engineered for cold mornings and brutal workouts. Comfort is essential, but complacency is not an option. Wear it and get to work.
• •Tired? Good. Sore? Even better. It's working. (Swipe up to shop the look.)