Brand Tone

Passionate and Authentic, Community-Oriented and Inclusive, Direct and Approachable

Brand Values

• •Family
• •Passion for Off-Roading
• •Quality and Curation
• •Community Support

Best Practices

• •Always Emphasize "The Lifestyle": Frame products not just as items, but as essential parts of the "off-road lifestyle." Use language that speaks to shared experiences, like hitting the trails, adventure, and community gatherings.
• •Lead with "Family and Community": Continuously reiterate that the brand is "family-owned." Encourage user-generated content by featuring customers' photos and videos, and use inclusive language like "the VIVO family" or "VIVO community."
• •Speak Authentically, Not Corporately: Avoid overly polished marketing jargon. Use a direct, passionate, and approachable tone. Write as if you're talking to a friend about a shared passion for off-roading.
• •Show, Don't Just Tell: Instead of simply saying the products are high-quality, show them in action. Use dynamic photos and videos from real-world off-road environments mud, dust, and all. This builds credibility and connects with the audience's experiences.
• •Maintain the "Vive Con Vivo" Theme: Integrate the slogan or the "Live with VIVO" concept into copy where it fits naturally. This reinforces the brand name and connects it to the core value of living life to the fullest through off-roading.

Social Perception

The brand is perceived as a new, grassroots entity within the off-road scene, connecting with a close-knit group of UTV/SXS enthusiasts. It is seen as an authentic brand 'by enthusiasts, for enthusiasts,' not a large corporation, with credibility built through association with specific off-road events.

Copy Examples

• •It's more than a hobby. It's how we live. Our jerseys are made for the moments that turn into memories. Gear up for your next adventure and show them how you live. #ViveConVivo #VivoOffroad #FamilyOwned #SXSLife
• •From Our Family to the Trails. We're a family-owned brand built on a passion for the off-road lifestyle. Every product is curated for the ride. Welcome to the VIVO community.
• •Tired of gear that doesn't get the lifestyle? VIVO OFF-ROAD is owned and operated by riders just like you. We create apparel that stands up to the adventure. Shop our new collection and support a small off-road business!
• •Built for long days on the trail and late nights by the fire. Our 'Trailblazer' jersey is crafted from breathable, durable fabric that moves with you. It's not just gear it's a statement. Carefully designed by enthusiasts who know what you need. Live the ride. Live with VIVO.
• •Get Ready for the Ride | New VIVO Gear Inside