Brand Tone

Innovative and Forward-Thinking, Educational and Informative, Passionate and Mission-Driven, Approachable and Trustworthy, Positive and Empowering

Brand Values

• •Sustainability
• •Health and Nutrition
• •Innovation
• •Quality and Taste
• •Ethical Practices/Animal Welfare
• •Simplicity

Best Practices

• •Lead with Purpose: Always tie product benefits back to Strive's core values of sustainability, health, and innovation. Explain the "why" behind the "what."
• •Be Clearly Informative, Not Overly Technical: While the science is a differentiator, explain it in an accessible way that highlights consumer benefits rather than getting lost in jargon. Focus on what animal-free protein *does* for the consumer and the planet.
• •Maintain an Optimistic and Empowering Voice: Focus on the positive impact of choosing Strive products. Empower consumers by showing them they can make a difference without sacrificing taste or nutrition.
• •Emphasize Taste and Quality Alongside Ethics: While sustainability and health are key drivers, consumers also prioritize taste. Ensure copy reflects the deliciousness and high quality of the products.
• •Use Consistent Key Messaging: Regularly incorporate phrases like "Dairy Without the Cow," "animal-free protein," and the benefits (lactose-free, high protein, sustainable) across all communications to reinforce brand identity and unique selling propositions.

Social Perception

Positive for Innovation and Sustainability, Good Taste and Performance, Health-Conscious Appeal, Price Sensitivity, Emerging Brand Awareness

Copy Examples

• •Headline: The Future of Dairy is Here. And It's Kinder. Body: Sip on Strive FREEMILK: real dairy protein, zero cows. Enjoy the creamy taste and powerful nutrition you love, made for a healthier planet and a happier you. Better for all, starting with your next glass. Call to Action: Discover Dairy Reinvented.
• •Headline: More Protein. Less Moo. Body: Fuel your day the smarter way with Strive. Our animal-free dairy beverages pack a protein punch without the lactose or the environmental footprint of traditional dairy. Taste the innovation. Call to Action: Strive for Better Nutrition.
• •Headline: Sustainability You Can Taste. Body: At Strive, we're not just making delicious, protein-rich drinks; we're crafting a better future. Our animal-free whey means up to 97% less greenhouse gas emissions. Choose Strive and be part of the solution. Call to Action: Drink Consciously.
• •Headline: Love Milk? So Do We. That's Why We Remade It. Body: Experience the rich, creamy goodness of milk, reimagined. Strive FREEMILK is made with real dairy protein through precision fermentation—animal-free, lactose-free, and packed with essentials. It’s everything you want in milk, and nothing you don’t. Call to Action: Try Strive Today!
• •Headline: Elevate Your Wellness. Effortlessly. Body: Introducing the next wave of nutrition from Strive. From our revolutionary FREEMILK to upcoming immunity-boosting beverages, we're committed to making simpler, healthier choices accessible. Because feeling your best should be easy. Call to Action: Join the Strive Movement.