Tone of Voice
Core’s tone of voice is serious yet motivating, combining science-backed authority with the relatability of a trusted coach and peer. It communicates with confidence but avoids arrogance, grounding messages in evidence while inspiring men with themes of strength, recovery, and vitality.
Our Voice Characteristics
Confident
Speaks with authority but never arrogance.
Scientific
Rooted in research, facts, and clinical dosing.
Motivational
Energising, encouraging men to perform and recover better.
Our Language
We Do Say
Empowering language
“Built for men who want to perform better” not “For men who are struggling”
Science-backed clarity
“Clinically dosed with 8.5g collagen peptides” not “Packed with goodness”
Performance-focused terms
“Recover faster. Age stronger.” not “Look younger”
Direct motivation
“Take control of your recovery” not “Maybe this could help”
We Don't Say
Beauty or cosmetic language
“Glow” or “anti-wrinkle” — this is about performance, not skincare
Gimmicks or hype
“Miracle cure” or “secret formula” — Core speaks with credibility, not exaggeration
Vague claims
“Supports wellbeing” — always be specific about results
Overly complex jargon
“Hydrolysed polypeptide synthesis pathway” — use plain, clear science-backed terms