Brand Tone

Bold, adventurous, unapologetic, rugged, and direct, exuding confidence and a sense of belonging.

Brand Values

• •Adventure and Outdoors
• •Authenticity
• •Community
• •Entrepreneurship

Best Practices

• •Use strong, active language that conveys action, adventure, and confidence.
• •Embrace the founder's voice by aligning communication with Yoki Sturrup's established online persona.
• •Foster a sense of community by using inclusive language like "crew," "team," and "gang."
• •Highlight authenticity and quality by emphasizing the real-world application and durability of the apparel.
• •Stay visually consistent by reflecting the rugged, outdoor-focused aesthetic across all marketing materials.

Social Perception

Perceived as authentic merchandise supporting Yoki Sturrup, aligning with her energetic, action-packed content and shared passions for outdoor adventures, fostering a sense of belonging to her 'gang'.

Copy Examples

• •Gear up for your next adventure. The new [Product Name] tee is built for the wild, just like you. #YokGang
• •Live life on your own terms. Our apparel is for the bold, the adventurers, and the ones who aren't afraid to get their hands dirty. Join the #YokGang.
• •More Than Apparel. It's a Lifestyle. Welcome to the YokGang.
• •Tired of the ordinary? So are we. Shop the collection that's as real as it gets. YokGang Apparel - Wear Your Freedom.
• •The official tee of the hustle and the hunt. Made from 100% durable cotton, this shirt is designed to keep up with you, from the backroads to the backyard. This isn't just a shirt; it's a statement. #YokGang