Brand Tone

Aspirational and Motivational, serious, direct, confident, clean, and minimalistic. Conveys strength, purpose, and quality.

Brand Values

• •Quality
• •Discipline and Self-Improvement
• •Authenticity and Individuality
• •Minimalism
• •Vision

Best Practices

• •Lead with Value, Not Just Product: Frame every piece of copy around the core values of quality, discipline, and individuality. The product is the tool; the value is the outcome (e.g., confidence, focus).
• •Use a Direct and Confident Tone: Employ strong, declarative sentences. Avoid weak or passive language. The copy should sound as decisive and intentional as the lifestyle it promotes.
• •Maintain a Minimalist Vocabulary: Just as the designs are stripped of the unnecessary, the copy should be concise and impactful. Avoid jargon, slang, or overly elaborate descriptions.
• •Bridge the Founder's Ethos: Regularly connect the brand's message back to David Lengauer's philosophy of self-improvement and authenticity. This reinforces the brand's story and resonates with his loyal following.
• •Create a Lexicon of Brand Keywords: Consistently use a curated set of words across all platforms to reinforce the brand identity. Key terms should include: Quality, Essential, Core, Discipline, Focus, Intentional, Minimal, Foundation, Endure.

Social Perception

Perceived as a reflection of founder David Lengauer's values, attracting those interested in fitness, self-development, and minimalist aesthetics. Customers buy into a lifestyle of discipline and aspiration. It's an emerging brand building its reputation via direct channels and the founder's online presence.

Copy Examples

• •Engineered for Focus. The Core Hoodie is your uniform for intention.
• •Quality that isn’t a feature, it’s the foundation. Our essentials are designed to perform, endure, and inspire. #Outtype #BeyondTheStandard
• •Outtype is more than a brand. It's a mindset. We create for those who don’t follow the current, but create their own. For those who value substance over spectacle and build their life with purpose.
• •The Foundation is Everything. Discover the Core Collection.
• •Stop blending in. Our minimalist aesthetic is a statement. High-quality essentials for a life lived deliberately. Shop Outtype.