Brand Tone

Artistic & Expressive, Passionate & Authentic, Community-Oriented & Engaging, Confident & Edgy, Inclusive & Empowering

Brand Values

• •Creativity & Individuality
• •Quality
• •Self-Expression
• •Passion for BJJ
• •Authenticity

Best Practices

• •Embrace the Artistic Voice: Always highlight the unique, artist-created nature of the designs. Use descriptive language that evokes creativity and visual appeal.
• •Speak the Language of BJJ: Incorporate BJJ terminology and culture authentically. Show understanding and passion for the sport.
• •Foster Individuality: Encourage self-expression. Frame products as tools for athletes to showcase their unique style and personality on and off the mats.
• •Maintain an Edgy yet Inclusive Vibe: Balance bold statements and designs with welcoming language that appeals to a diverse range of grapplers.
• •Be Authentic and Transparent: Continue sharing the founder's story and the brand's journey. This builds trust and resonates with customers who value independent, passion-driven businesses.

Social Perception

Positive & Appreciative of Design, Good Quality & Performance, Supportive of Independent/Female-Owned Business, Engaged Community

Copy Examples

• •Unleash your inner warrior. Our artist-driven rash guards are built for the mat, designed to express *you*. Roll with Rubber Bones.
• •Tired of blending in? So are we. Rubber Bones brings bold, limited-edition BJJ gear born from a love of art and the grind. #RefuseToBlendIn
• •From the founder's canvas to your canvas – the mat. Experience high-quality, uniquely designed Jiu Jitsu apparel that tells a story. Your story.
• •It's more than gear, it's a statement. Rubber Bones: Where creativity, pop culture, and the soul of BJJ collide. What will your gear say about you?
• •Engineered for performance, designed for distinction. Our latest drop is here – grab your exclusive Rubber Bones rash guard before it's history. #LimitedEdition #BJJStyle