Brand Tone

The prevailing tone of ORIOCX is passionate, technical, and encouraging. They speak with the authority of experienced manufacturers while conveying a deep love for nature and outdoor challenges. The language is inspiring and dynamic, aiming to connect with a community of active individuals who are "eager to go one step further." There's also a clear sense of pride in their Spanish heritage and family tradition.

Brand Values

• •Quality and Heritage
• •Innovation and Technology
• •Passion for Nature
• •Performance and Durability
• •Community and Overcoming Challenges

Best Practices

• •Lead with Passion, Support with Tech: Start with the emotional "why"—the love for nature and adventure—then follow up with the technical "how," such as details about patented systems, durable materials, and design features.
• •Emphasize Heritage and Expertise: Regularly reference the brand's long history in shoemaking (since 1948) to build trust and underscore the quality and craftsmanship behind the products.
• •Use Active and Encouraging Language: Employ dynamic verbs and an inspiring tone. Address the customer as part of a community of adventurers and nature lovers who strive for more.
• •Connect to the Spanish Origin: Mentioning the brand's roots in La Rioja, Spain, can add a unique flavor and authenticity to the brand story, grounding it in a specific place known for its natural landscapes.
• •Show, Don't Just Tell, Performance: Incorporate testimonials, athlete sponsorships, and user-generated content into marketing to provide tangible proof of the footwear's durability and performance in real-world conditions.

Social Perception

Customers and reviewers perceive ORIOCX as a provider of high-quality, durable, and specialized footwear. They are praised for comfort, grip, and longevity, especially in niches like trail running and OCR. Customer service is viewed positively, and their products are seen as a "secret weapon" by athletes, fostering trust and confidence.

Copy Examples

• •Born from three generations of shoemakers and tested on the unforgiving trails of La Rioja. The new Etna 23 Pro isn't just a shoe; it's our legacy. With a re-engineered RockPlate and our signature Shark-Drain® system, your only focus will be the path ahead. It's time to explore.
• •The summit is a reward for the effort. The mud, the sweat, the burn—it's all part of the story. We don't just make boots; we make the companions for your greatest adventures. What challenge are you conquering this weekend?
• •Confidence in every step. Our Hornos trekking boots combine water-resistant materials with our OCX2-DRY® membrane to keep you dry, no matter the forecast. Built on decades of experience, designed for your next peak.
• •Barriers are meant to be broken. Walls are meant to be climbed. With the aggressive grip and lightweight agility of the Malmo, you're always one step ahead of the competition. Gear up and unleash your potential.
• •From the heart of Spain, a passion for nature flows in our veins. We are the third generation to carry on this tradition, blending heritage with innovation. For us, every shoe is a promise: of quality, of endurance, of the adventure that awaits. ORIOCX isn't just our name. It's you.