Brand Character/Persona
Brand character/persona is who we are and who we channel when we speak. When used correctly, the RaceTrac brand persona has the following attributes:
Distinctive
Is unique to RaceTrac and can embody the spirit of someone that helps our customers face the everyday.
Intentional
Expertly balances RaceTrac’s signature humor with more direct moments.
Resonate
Can connect with our target audiences without being a simple personification of them.
Flexible
True to RaceTrac's existing voice and adaptable enough to grow alongside the brand.
The Front Seat Sidekick
You can make stuff.
You can slap your logo on things that collect dust. Or—you can make everyday points of pride. The kind your team will sip from, smile at, and wear out. That’ll never end up in a junk drawer because they mean something. That’s where we come in.
ePromos is built on building that kind of pride. We’re not just a promo supplier. We’re a creative partner with 25+ years of experience making custom gear that can move the needle for your marketing and have true staying power.
We know what works, and we’ll help you nail the details until your promos hit exactly the way you want them to.
Whether you’re launching a campaign, welcoming new hires, or building culture from the inside out, we’ll help you design custom takeaways that really stand out.
You bring the ideas, the passion, the people. We’ll bring the canvas to get it noticed.
Your FSSK May Sound:
Professional
Collaborative
Enthusiastic
Witty
Self-assured
Purpose-driven
Versatile
Attention-grabbing
For Example:
- The Most Important Deal of the Day
- Truck Scales. Zero Hassles.
- $1 Brew Just For You
- Because Your Pizza Needs a Pizza
- Went this long before your first stop? Bathroom’s this way.
- If this is making you drool, we have napkins.
- Hope this email finds you hungry, because we’ve got big brunch flavor served all day.
- Ready for some Monster fuel savings? It’s as easy as 1, 2, done.
Voice Principles/Personality
Unapologetically Fun
Not in a kid-ish way, but a lighthearted, quirky way, experimenting with everyday language and sounds to bring our products to life. Some would even say we're funny when we want to be. (Okay, fine… you caught us. We're actually hilarious.)
Down for Whatever
We celebrate and inspire all kinds of feel-good fuel choices with no judgment. We're open to whatever our customers want, whenever they want it, and while we know they don't need our approval. It sure feels nice to hear it, right?
Proudly Relatable
We're a community of people helping everyone feel warm and welcome. We like to say things in a friendly, uncomplicated way using lots of simple, conversational phrases and ideas people can connect to. We try to stay relevant (and keep the good vibes going).
Grammar & Punctuation
Capitalization
- Use all caps for headlines and subheads in art files (on-lot signage, OOH, digital display, etc.)
- Use sentence case for body copy and legal copy as well as paid social media captions.
- Use title case for social/digital advertising headlines (typed in, not in art files)
- Use lowercase on organic social media captions and “socially native” on-screen text except for brand names, LTOs, and deals (RaceTrac, Hot Honey Chicken & Waffle, $4 Meal Deal etc.)
Punctuation
- Avoid punctuation in headlines, even when grammatically correct
- Only use punctuation in headlines when necessary, like to break up two thoughts that would otherwise run on
- If a headline has a comma or more than one sentence, close it with a period
- Ampersands are allowed sparingly in headlines when graphically pleasing like Hot Honey Chicken & Waffles or Mix & Match Breakfast Sandwiches
- In body copy, periods and commas are preferred over em dashes
- In all copy, sentence fragments are okay, especially when used for emphasis
- In organic social captions, avoid over-punctuating and don't end sentences with punctuation unless absolutely necessary
- Avoid exclamation points in organic social captions unless used for comedic emphasis. They usually project forced enthusiasm when used earnestly
Emojis
- Use emojis sparingly in social media and not in an overtly cute or performative way
- Do not use a space between copy and emojis. Place it directly after the text
- A good emoji gut check: if a 30-year-old landscaper wouldn't use it in a text to his friends, skip it
Brand Character/Persona
Brand character/persona is who we are and who we channel when we speak. When used correctly, the RaceTrac brand persona has the following attributes:
Distinctive
Is unique to RaceTrac and can embody the spirit of someone that helps our customers face the everyday.
Intentional
Expertly balances RaceTrac’s signature humor with more direct moments.
Resonate
Can connect with our target audiences without being a simple personification of them.
Flexible
True to RaceTrac's existing voice and adaptable enough to grow alongside the brand.
The Front Seat Sidekick
You can make stuff.
You can slap your logo on things that collect dust.
Or—you can make everyday points of pride. The kind your team will sip from, smile at, and wear out. That’ll never end up in a junk drawer because they mean something. That’s where we come in.
ePromos is built on building that kind of pride. We’re not just a promo supplier. We’re a creative partner with 25+ years of experience making custom gear that can move the needle for your marketing and have true staying power.
We celebrate the little wins that make every stop worth it: the hot breakfast sandwich that saves your morning, the fresh ground coffee that turns your day around, the fuel deal that makes every fill-up pay off. We believe in creativity, but never at the expense of clarity. Sometimes that means a witty one-liner. Sometimes it means: two slices for five bucks. Our tone is quick, clear, and conversational. We’re funny when it fits, heartfelt when it matters, and human always. Never stiff. Never salesy. Always unmistakably RaceTrac.
Your FSSK May Sound:
Professional
Collaborative
Enthusiastic
Witty
Self-assured
Purpose-driven
Versatile
Attention-grabbing
You can make stuff.
You can slap your logo on things that collect dust.
Or—you can make everyday points of pride. The kind your team will sip from, smile at, and wear out. That’ll never end up in a junk drawer because they mean something. That’s where we come in.
ePromos is built on building that kind of pride. We’re not just a promo supplier. We’re a creative partner with 25+ years of experience making custom gear that can move the needle for your marketing and have true staying power.
For Example:
- The Most Important Deal of the Day
- Truck Scales. Zero Hassles.
- $1 Brew Just For You
- Because Your Pizza Needs a Pizza
- Went this long before your first stop? Bathroom’s this way.
- If this is making you drool, we have napkins.
- Hope this email finds you hungry, because we’ve got big brunch flavor served all day.
- Ready for some Monster fuel savings? It’s as easy as 1, 2, done.
Voice Principles/Personality
Unapologetically Fun
Not in a kid-ish way, but a lighthearted, quirky way, experimenting with everyday language and sounds to bring our products to life. Some would even say we're funny when we want to be. (Okay, fine… you caught us. We're actually hilarious.)
Down for Whatever
We celebrate and inspire all kinds of feel-good fuel choices with no judgment. We're open to whatever our customers want, whenever they want it, and while we know they don't need our approval. It sure feels nice to hear it, right?
Proudly Relatable
We're a community of people helping everyone feel warm and welcome. We like to say things in a friendly, uncomplicated way using lots of simple, conversational phrases and ideas people can connect to. We try to stay relevant (and keep the good vibes going).
Grammar & Punctuation
Capitalization
- Use all caps for headlines and subheads in art files (on-lot signage, OOH, digital display, etc.)
- Use sentence case for body copy and legal copy as well as paid social media captions.
- Use title case for social/digital advertising headlines (typed in, not in art files)
- Use lowercase on organic social media captions and “socially native” on-screen text except for brand names, LTOs, and deals (RaceTrac, Hot Honey Chicken & Waffle, $4 Meal Deal etc.)
Punctuation
- Avoid punctuation in headlines, even when grammatically correct
- Only use punctuation in headlines when necessary, like to break up two thoughts that would otherwise run on
- If a headline has a comma or more than one sentence, close it with a period
- Ampersands are allowed sparingly in headlines when graphically pleasing like Hot Honey Chicken & Waffles or Mix & Match Breakfast Sandwiches
- In body copy, periods and commas are preferred over em dashes
- In all copy, sentence fragments are okay, especially when used for emphasis
- In organic social captions, avoid over-punctuating and don't end sentences with punctuation unless absolutely necessary
- Avoid exclamation points in organic social captions unless used for comedic emphasis. They usually project forced enthusiasm when used earnestly
Emojis
- Use emojis sparingly in social media and not in an overtly cute or performative way
- Do not use a space between copy and emojis. Place it directly after the text
- A good emoji gut check: if a 30-year-old landscaper wouldn't use it in a text to his friends, skip it
Brand Overview
Brand Voice
Logo
Colors
Typography
Imagery
Graphic Elements
Layout + Application
Partnerships
Downloads + FAQs
Brand Character/Persona
Brand character/persona is who we are and who we channel when we speak. When used correctly, the RaceTrac brand persona has the following attributes:
Distinctive
Is unique to RaceTrac and can embody the spirit of someone that helps our customers face the everyday.
Intentional
Expertly balances RaceTrac’s signature humor with more direct moments.
Resonate
Can connect with our target audiences without being a simple personification of them.
Flexible
True to RaceTrac's existing voice and adaptable enough to grow alongside the brand.
The Front Seat Sidekick
Quick with a quip and always in drive, The Front Seat Sidekick is the friendly, energetic voice of RaceTrac. Like a great friend riding shotgun, we keep the conversation rolling: authentic, clever, and full of feel-good fuel for the road ahead. Plainspoken and never snobby, we talk to everyone with warmth, humor, and zero judgment.
We celebrate the little wins that make every stop worth it: the hot breakfast sandwich that saves your morning, the fresh ground coffee that turns your day around, the fuel deal that makes every fill-up pay off.
We believe in creativity, but never at the expense of clarity. Sometimes that means a witty one-liner. Sometimes it means: two slices for five bucks. Our tone is quick, clear, and conversational. We’re funny when it fits, heartfelt when it matters, and human always. Never stiff. Never salesy. Always unmistakably RaceTrac.
For short, we refer to our tone as FSSK - or FSSK-y if we're feeling extra playful.
Your FSSK May Sound:
Nonjudgemental
Laid-back
Encouraging
Approving
Plain-Spoken
Conversational
Humorous
Celebratory
Reassuring
Uncomplicated
UnassumingEnergizing
For Example:
- The Most Important Deal of the Day
- Truck Scales. Zero Hassles.
- $1 Brew Just For You
- Because Your Pizza Needs a Pizza
- Went this long before your first stop? Bathroom’s this way.
- If this is making you drool, we have napkins.
- Hope this email finds you hungry, because we’ve got big brunch flavor served all day.
- Ready for some Monster fuel savings? It’s as easy as 1, 2, done.
Voice Principles/Personality
Unapologetically Fun
Not in a kid-ish way, but a lighthearted, quirky way, experimenting with everyday language and sounds to bring our products to life. Some would even say we're funny when we want to be. (Okay, fine… you caught us. We're actually hilarious.)
Down for Whatever
We celebrate and inspire all kinds of feel-good fuel choices with no judgment. We're open to whatever our customers want, whenever they want it, and while we know they don't need our approval. It sure feels nice to hear it, right?
Proudly Relatable
We're a community of people helping everyone feel warm and welcome. We like to say things in a friendly, uncomplicated way using lots of simple, conversational phrases and ideas people can connect to. We try to stay relevant (and keep the good vibes going).
Grammar & Punctuation
Capitalization
- Use all caps for headlines and subheads in art files (on-lot signage, OOH, digital display, etc.)
- Use sentence case for body copy and legal copy as well as paid social media captions.
- Use title case for social/digital advertising headlines (typed in, not in art files)
- Use lowercase on organic social media captions and “socially native” on-screen text except for brand names, LTOs, and deals (RaceTrac, Hot Honey Chicken & Waffle, $4 Meal Deal etc.)
Punctuation
- Avoid punctuation in headlines, even when grammatically correct
- Only use punctuation in headlines when necessary, like to break up two thoughts that would otherwise run on
- If a headline has a comma or more than one sentence, close it with a period
- Ampersands are allowed sparingly in headlines when graphically pleasing like Hot Honey Chicken & Waffles or Mix & Match Breakfast Sandwiches
- In body copy, periods and commas are preferred over em dashes
- In all copy, sentence fragments are okay, especially when used for emphasis
- In organic social captions, avoid over-punctuating and don't end sentences with punctuation unless absolutely necessary
- Avoid exclamation points in organic social captions unless used for comedic emphasis. They usually project forced enthusiasm when used earnestly
Emojis
- Use emojis sparingly in social media and not in an overtly cute or performative way
- Do not use a space between copy and emojis. Place it directly after the text
- A good emoji gut check: if a 30-year-old landscaper wouldn't use it in a text to his friends, skip it