Brand Tone

Adventurous & Free-spirited, Comfort-focused & Reassuring, Stylish & Confident, Approachable & Authentic, Earthy & Inspired

Brand Values

• •Adventure & Exploration
• •Comfort & Functionality
• •Style & Individuality
• •Quality & Craftsmanship
• •Travel & Movement
• •Sustainability

Best Practices

• •Lead with Adventure, Support with Comfort: Start by evoking the spirit of travel and exploration, then seamlessly weave in how OTBT’s comfort and design make those adventures possible and enjoyable.
• •Use Evocative, Sensory Language: Describe the feeling of the materials ("earth-inspired leathers," "soft, glove-like fit"), the experiences ("cobblestone streets," "hidden trails"), and the spirit ("restless wanderers," "roamers").
• •Speak to the "Wanderer" Identity: Address the audience directly as explorers, travelers, and individuals who value unique experiences and aren't afraid to step "off the beaten track." Reinforce that OTBT is a lifestyle, not just a shoe.
• •Highlight Unique Style & Craftsmanship: Emphasize what makes OTBT different – the blend of "cool," "athleisure," and unique details, alongside quality materials. Avoid generic footwear terms.
• •Incorporate Authenticity & Storytelling: Share real travel stories (even if brief or implied), feature user-generated content when possible, and connect the shoes to the broader narrative of a life well-traveled. This aligns with being "inspired by music and culture."

Social Perception

OTBT shoes are perceived as exceptionally comfortable, stylish for travel, durable, and unique. However, some customers express frustration with customer service and sizing inconsistencies.

Copy Examples

• •Headline: Step Into Your Next Story. Body: Where will your OTBTs wander? Crafted for discovery and designed for all-day comfort, our shoes are ready for your journey—from ancient cobblestones to bustling cityscapes. Explore a world of style that moves with you. #OffTheBeatenTrack
• •Headline: Adventure-Ready. Style-Approved. Body: Don't choose between comfort and looking good. OTBT fuses unique, travel-inspired designs with feel-good wearability. So you can chase horizons, not chase away foot pain. Discover your perfect travel companion.
• •Headline: For the Miles You Walk, and The Memories You Make. Body: Life's too short for uncomfortable shoes. Our earth-inspired leathers and innovative comfort technology mean you can say 'yes' to that extra block, that hidden trail, that spontaneous detour. Ramble on.
• •Headline: Your World. Your Way. Your OTBTs. Body: We’re inspired by restless wanderers and culture seekers. That’s why every pair is built with quality materials and a free spirit. What journey are you on today? Show us at #OTBTAdventures.
• •Headline: Sustainably Minded. Adventurously Designed. Body: Explore consciously with our Greener Sneakers collection. Made with recycled materials and eco-friendly processes, because we believe in treading lightly on the paths we travel. Feel good, inside and out.