Brand Tone

inspirational, rebellious, and youthful

Brand Values

• •Entrepreneurial Spirit
• •Passion and Ambition
• •Creativity and Individuality
• •Pushing Boundaries
• •Community

Best Practices

• •Always Circle Back to the "Why": Every piece of copy, from a product description to a social media post, should tie back to the core philosophy of "Chase Dreams, Not Cheese." This ensures the brand's purpose is always front and center.
• •Use Action-Oriented Language: Employ dynamic and motivational verbs that reflect the energy of skate and parkour culture. Words like "defy," "create," "ignite," "push," and "hustle" will resonate with the target audience.
• •Speak as a Peer, Not a Corporation: Maintain a conversational and authentic tone. Ask questions, use relevant slang sparingly, and engage with the community's culture in a way that shows genuine understanding.
• •Embrace the Underdog Narrative: Position the brand and its followers as outsiders who are smarter and more passion-driven than the mainstream. This "against the grain" mentality is central to the "Ratbastard" identity.
• •Be Visually Consistent: Ensure that the rebellious and energetic tone of the copy is matched by the visuals. Use gritty, action-oriented, and authentic imagery and videos rather than polished corporate-style photos. The content on TikTok is a good example of this in practice.

Social Perception

Within its target niche, the brand is perceived as authentic and aligned with its values. However, general brand awareness outside this core group appears low, with insufficient data for broader public perception regarding product quality or customer service.

Copy Examples

• •Headline: Defy Gravity. Define Your Path. Body: They tell you to get in line. We tell you to build your own ramp. Our latest gear is made for the ones who leap when others stand still. #ChaseDreamsNotCheese #RatbastardSupplyCo #SkateLife
• •Headline: The Uniform for the Unconventional. Body: This isn't just a hoodie. It's a statement. Crafted for late-night creators, early-morning dream chasers, and everyone who refuses to get caught in the trap. Comfort that fuels your hustle. #RatPack #Streetwear
• •Headline: Stop Racing. Start Creating. Body: The 9-to-5 is a trap. Your passion is the way out. Ratbastard Supply Co. is more than a brand; it's a movement for the independent, the creative, the ones who write their own rules. Join the Rat Pack.
• •Text: The world is your playground. Don't let them fence you in.  #parkour #freerunning #ratbastardsupplyco #motivation
• •Headline: In a world of copies, be an original. Sub-headline: Gear for the driven. The dedicated. The defiant. Chase Dreams, Not Cheese.