Brand Tone

Functional and aspirational, straightforward, informative, professional, and product-oriented, aiming to inspire an active, adventurous lifestyle.

Brand Values

• •Accessibility
• •Quality and Performance
• •Adventure and Passion

Best Practices

• •Maintain a Balance of Aspiration and Information: Always lead with the "why"—the passion and the adventure—but follow up with the "how"—the quality, features, and reliability of the products.
• •Leverage User-Generated Content: Encourage customers to share photos and stories of their adventures using 28GOODS gear. Featuring these on social media will build trust and provide authentic social proof, directly addressing the current skepticism.
• •Be Transparent and Build Trust: In all communications, especially on the website and in customer service interactions, be clear about shipping times, return policies, and the company's location. This will help to alleviate the concerns identified in online forums.
• •Develop a Consistent Voice Across All Platforms: The professional and aspirational tone used on the website should be adapted for the more conversational nature of social media, while still retaining the core message of quality and adventure.
• •Focus on the Experience, Not Just the Product: Instead of only listing technical specs, frame them as benefits. For example, instead of "24-speed wireless shifting," use "Seamless shifting that lets you conquer any terrain." This connects the product directly to the customer's desired experience.

Social Perception

A new, international online retailer with a compelling product catalog but an unestablished reputation. Attracts customers with product variety and competitive pricing, but faces skepticism regarding legitimacy, customer service, and support, leading to a cautious perception.

Copy Examples

• •Your next adventure is calling. Whether you're hitting the trails or the water, 28GOODS has the gear to get you there. Shop our new collection of mountain bikes and kayaks today and fuel your passion.
• •Weekend plans: Unplug, get outside, and explore. Our Aquamarina paddle boards are built for stability and adventure. Where will you go next? #28Goods #PaddleLife #OutdoorAdventure
• •Engineered for the Open Road. Discover the new Twitter R15 Pro Carbon Bike, where precision meets performance. Your ultimate ride awaits.
• •Don't just dream of the perfect getaway. The XCAT catamaran is easy to assemble and transport, making spontaneous water adventures a reality. From sailing to paddling, it's the versatile craft you've been waiting for. Explore the possibilities.
• •Still thinking about it? The trail won't ride itself. Gear up with top-quality bikes and accessories from 28GOODS and make every ride an experience to remember. Click to see our latest arrivals.