Brand Tone

Performance-Oriented & Technical, Confident & Assertive, Supportive & Empowering, Direct & Benefit-Driven, Modern & Active

Brand Values

• •Performance
• •Innovation
• •Comfort
• •Problem-Solving
• •Quality
• •Customer Satisfaction

Best Practices

• •Lead with Performance Benefits: Always emphasize how Turq helps the user perform better or enjoy their activities more. Quantifiable benefits (e.g., "dries in minutes") are powerful.
• •Use Active, Confident Language: Employ strong verbs and a direct, assured tone. Avoid passive voice or hesitant phrasing. The copy should reflect the confidence users feel when wearing the product.
• •Speak the Athlete's Language: Understand and use terminology and address pain points that resonate with active individuals (e.g., "chafe," "hot spots," "support," "mobility").
• •Highlight Innovative Technology Simply: Explain the benefits of features like "silver-infused fabric" or "seamless construction" in terms of user experience (e.g., "stays fresh," "no irritation") rather than just listing technical jargon.
• •Maintain an Encouraging and Empowering Stance: Position Turq not just as underwear, but as gear that enables users to push their boundaries and enjoy their passions more fully.

Social Perception

Effective Solution, Premium Product, Go-To for Active Lifestyles, Loyal Following, Areas of Concern

Copy Examples

• •Headline: End Chafe. Unleash Performance. Body: Stop letting discomfort dictate your limits. Turq’s engineered airflow and seamless design mean zero chafe, maximum focus. From the break of dawn to the end of your adventure, stay cool, dry, and unstoppable.
• •Headline: Surf. Swim. Dominate. Repeat. (Dry in Minutes). Body: Turq is your ultimate amphibious ally. Our silver-infused, quick-drying fabric goes from water to land effortlessly, keeping you fresh and comfortable. Dive in, Turq has you covered.
• •Headline: The Foundation of Your Best Performance? Radical Comfort. Body: Experience the Turq difference. Our Paradise Pouch™ and Freestyle Fit provide unparalleled support and friction-free comfort that moves with you. Elevate your every move.
• •Headline: Chafing Used to Be Part of the Game. Not Anymore. Body: Turq performance underwear was built to solve the problems that hold athletes back. Step into chafe-free confidence and focus on what truly matters: your performance.
• •Headline: From Boardroom to Backcountry. Active Comfort, All Day. Body: Why limit performance to just your workout? Turq delivers superior comfort, breathability, and odor control, making it the perfect base layer for every aspect of your active life.