Brand Tone

Intense & Powerful, Performance-Focused, Authentic & Athlete-Centric, Edgy & Confident, Supportive & Community-Oriented

Brand Values

• •Peak Performance/Strength Enhancement
• •Quality & Efficacy
• •Innovation
• •Authenticity (For Athletes, By Athletes)
• •Controlled Power
• •Safety/Proper Use (Implied)

Best Practices

• •Embrace Intensity in Language: Use strong verbs, impactful adjectives, and direct, concise sentences. Words like "crush," "dominate," "unleash," "savage," "power," "elite," "intense" should be part of the vocabulary.
• •Focus on the Athlete's Journey & Goals: Frame the product as a tool to help athletes achieve their personal bests, overcome challenges, and reach new levels of strength. Speak their language, referencing PRs, heavy lifts, and the mental game.
• •Maintain Authenticity: Consistently refer back to the brand's origin ("by athletes, for athletes"). Showcase real athletes and their experiences. Avoid overly corporate or generic marketing speak.
• •Balance Edgy with Responsible: While the tone can be hardcore, ensure that necessary warnings and safe usage guidelines are clearly communicated, especially given the nature of the product and regulatory scrutiny.
• •Visually Align Content: Ensure that all visual content (images, videos) on social media and the website reflects the intense, high-energy, and strength-focused nature of the brand. Raw, action-packed shots generally fit better than overly polished or lifestyle-oriented imagery.

Social Perception

Effective & Potent, For Serious Athletes, Motivational Tool, Edgy & Hardcore, Entertaining/Shock Value (Social Media), Some Skepticism/Caution

Copy Examples

• •Headline: UNLEASH THE BEAST. Body: You’re staring down the iron. Doubt whispers. Crush it. Zone Smelling Salts: The official call to arms for your next PR. Created by athletes who get it. Feel the surge. Lift the impossible.
• •Headline: BEYOND STRONG. ZONE STRONG. Body: It’s not just about lifting more; it’s about becoming more. Zone’s innovative formula delivers a controlled, powerful hit that ignites your focus and unlocks raw power. No gimmicks, just pure, unadulterated performance. Ready to enter the Zone?
• •Headline: THE EDGE YOU EARN. THE BOOST YOU NEED. Body: Every rep, every set, every session – you’ve put in the work. When it’s time to max out, Zone is in your corner. Our athlete-developed smelling salts provide that critical jolt of clarity and energy to dominate your personal bests.
• •Headline: WARNING: MAY CAUSE EXTREME STRENGTH. Body: Zone Smelling Salts aren’t for the faint of heart. They’re for the record-breakers, the limit-pushers, the strength freaks. Our potent, long-lasting formulas are engineered to give you that "slap to the face" you need to conquer the weight. Use with ambition.
• •Headline: FROM THE PLATFORM, FOR THE PLATFORM. Body: We’re not just a brand; we’re lifters. Zone was born from the need for a smelling salt that hits hard but lets you stay in control. Experience the difference that quality ingredients and athlete-driven innovation make. Your next lift starts now.