Brand Tone

Scientific and Motivational. The brand consistently emphasizes its evidence-based approach while using powerful, action-oriented language to inspire athletes.

Brand Values

• •Performance and Efficacy
• •Scientific Validation
• •Accessibility for "Everyday Athletes"
• •Community
• •Quality and Natural Ingredients

Best Practices

• •Lead with the Science, Follow with Motivation: Start with a specific, science-based fact (e.g., "1:0.8 ratio," "90g of carbs," "pH-balanced") to establish credibility, then connect it to an emotional, motivational outcome (e.g., "crush your goals," "redefine what's possible," "go further than ever before").
• •Use Functional, Direct Language: Mirror the product naming convention in your copy. Be direct and clear. Instead of "our powerful energy gel," write "our GEL50 delivers 50g of dual-carb energy." This reinforces the brand's no-nonsense, performance-first identity.
• •Speak to the "Everyday Athlete": Acknowledge the dedication and ambition of your core audience. Use language that shows you understand they are juggling training with a normal life but have professional-level aspirations. This builds a strong sense of community and relatability.
• •Incorporate "Strength" and "Limits": The brand name's meaning ("strength") and the mission to push boundaries are core themes. Consistently weave words like "strength," "power," "endurance," "limits," "goals," and "performance" into headlines and calls-to-action.
• •Be Confident and Uncompromising: The brand's tone is not timid. It's bold and assured. Use declarative sentences and a confident voice. Avoid weak or hesitant language. The copy should reflect the certainty that the product works because it has been scientifically proven to do so.

Social Perception

Highly positive among endurance athletes, perceived as effective, reliable, good tasting, and trustworthy due to its scientific backing. It is also seen as innovative in the sports nutrition market.

Copy Examples

• •Science, Not Sugar Crashes. Your next PR is built on sustained energy. Our MIX90 dual-carb drink mix uses a scientifically proven 1:0.8 ratio to deliver 90g of power that's as easy on your gut as it is effective. Fuel smarter, go farther.
• •What's Your Limit? Redefine It. You're not an "amateur" anymore. You're an athlete balancing life, work, and the relentless drive to be better. We see you. We built STYRKR for you. This is the fuel to breach your next goal. #Styrkr #PushYourLimits
• •50 Grams of 'Yes, I Can'. When your legs are screaming and the finish line feels a world away, our GEL50 is your answer. 50g of quick-release, dual-carb energy designed for maximum absorption and zero stomach issues. Grab your strength.
• •Trusted by Athletes. Backed by Hull University. We don't just make claims; we test them. Our partnership with leading sports scientists ensures every gel, mix, and bar is engineered for peak performance. The only thing you need to worry about is the road ahead.
• •Born from Bonking. Our founder was an endurance cyclist fed up with fuel that failed. He needed something that could sustain him through hours of grueling effort. That product didn't exist, so he created it. STYRKR is fuel made by athletes, for athletes.