Brand Tone

Practical & Functional, Understated Confidence & Quality-Oriented, Experienced & Knowledgeable, Slightly Witty/Approachable (in origin story), Detail-Oriented

Brand Values

• •Durability & Reliability
• •Functional Design
• •Quality Craftsmanship & Materials
• •Rider-Focused Innovation
• •Understated Excellence

Best Practices

• •Prioritize Function and Benefit: Lead with how the product solves a problem or improves the cycling experience. Explain the *why* behind design features.
• •Use Clear, Concise Language: Avoid overly technical jargon unless essential and clearly understood by the target audience. Be direct and to the point.
• •Emphasize Durability and Quality Materials: Subtly weave in mentions of the materials and construction that contribute to the product's longevity and reliability.
• •Maintain Understated Confidence: Let the product's proven performance and thoughtful design speak for itself. Avoid hyperbole or overly aggressive sales language.
• •Speak as an Experienced Cyclist: Use language that resonates with those who are passionate and knowledgeable about cycling, demonstrating an understanding of their needs and priorities.

Social Perception

Premium & High-Quality, Trusted for Performance, Specialist, Not Mainstream Flash, Worth the Investment, Aesthetically Clean & Purposeful

Copy Examples

• •For a Mandible Carbon Bottle Cage: Miles of unforgiving cobbles or your local potholed route – the Mandible cage holds strong. Engineered for absolute bottle security and minimalist weight, so you can focus on the ride, not what’s rattling.
• •For Gecko Bar Tape: Confident grip, mile after mile. Arundel Gecko Bar Tape offers enduring comfort and a tenacious hold, wet or dry. Feel the road, not the slip.
• •For a Dual Seat Bag: Essentials secured. The Arundel Dual Seat Bag offers rugged, streamlined storage for those crucial spares. Thoughtfully designed, built to endure – just like your longest rides.
• •General Brand Statement: Arundel Bicycle Company: Simply functional, reliably durable. We craft accessories designed by riders, for riders, because we believe your gear should enhance your ride, not complicate it.
• •Website "About Us" Snippet (if needing a slightly more engaging tone): It started with an idea on a flight home from Milan: 'Let's make our own cool stuff.' Two decades later, that simple goal still drives every Arundel design – practical, durable accessories that just work.