Brand Tone

Aspirational, modern, and confident, characterized by a direct, clean, and understated voice that conveys an 'insider' feel and is driven by passion for design, cycling, and streetwear culture.

Brand Values

• •Design-Centric
• •Community and Culture
• •Independence and Authenticity
• •Quality

Best Practices

• •Speak from the "We": Use collective pronouns like "we" and "our" to reinforce the idea of Arkane as a group of makers and designers, creating a personal and authentic connection.
• •Use the "And" or "And/But" Structure: Connect disparate but related concepts to reinforce the brand's blended identity, e.g., "Born from bikes and design." "Engineered for the road, but at home on the street." "Simple, but significant."
• •Lead with Passion, Follow with Product: Start with the "why" (inspiration from cycling, design, or pop culture) and then introduce the product as a natural result, making the brand story the primary driver.
• •Embrace Confident Minimalism: Keep sentences clear, direct, and impactful, avoiding overly descriptive language. Confidence should come from directness, mirroring the clean aesthetic.
• •Cultivate an 'Insider' Vocabulary: Continue using terms like "Drop," "Team," and "Foundations" for collections, referencing "the ride," "the design," and "the culture" to create a shared language with the target audience.

Social Perception

Perceived as a niche brand within streetwear and cycling apparel, catering to 'in the know' individuals who see it as a reflection of their identity and interests. The brand has a positive community engagement, but faces challenges in organic discovery due to its name being shared with other prominent entities.

Copy Examples

• •More than a tee. It's a uniform for the outsiders, the designers, and the riders. The TeamArkane Tee: Built from bikes and design. Wear it with purpose.
• •The weekend ride is a ritual. The right gear makes it a statement. Our latest collection is engineered for the road and designed for the street. #ArkaneGoods #DesignInMotion
• •We are not a fashion company. We are a collective of makers, thinkers, and riders united by a passion for pop culture, sport, and clean design. Arkane was born from early morning rides and late-night design sessions. These are our goods.
• •DROP 002: FOUNDATIONS. We started with what we know: bikes, bold lines, and the drive to create. The Foundations collection is here. Limited run. Unlimited inspiration. Shop now before it's gone.
• •Your style is your signature. Your passions define you. For the designers, the cyclists, and the culture-driven. This is Arkane. Discover apparel and goods made by outsiders, for outsiders.