Brand Tone

passionate, authentic, and reverent

Brand Values

• •Passion for Cycling
• •Heritage and Tradition
• •Quality over Quantity
• •Authenticity and Community

Best Practices

• •Stay True to the Niche: Continue to use language and references that resonate with serious cycling enthusiasts (e.g., "Flandrien," "cobbles," "bergs"). This builds authenticity and loyalty within the core audience.
• •Tell a Story: Every product and post should connect back to the larger narrative of Belgian cycling history and the passion for the ride. Frame products not just by their features, but by the experiences they enable.
• •Highlight Quality and Durability: Emphasize the European craftsmanship and high-quality materials that justify the premium price point. Connect the durability of the clothing to the demanding conditions of Belgian weather and roads.
• •Foster a Sense of Community: Use inclusive language like "crew," "we," and "us" to make customers feel like they are part of an exclusive club. Encourage user-generated content by creating a branded hashtag.
• •Maintain a Consistent, Understated Tone: Avoid overly aggressive sales language and fleeting trends. The voice should remain confident, knowledgeable, and passionate, reflecting the timeless nature of the sport and the brand itself.

Social Perception

a boutique, premium brand for the discerning cyclist

Copy Examples

• •The Koppenberg Jersey. Not for the faint of heart. Forged in the spirit of the bergs and cobbles, this is more than a jersey—it's a statement. For those who know that true victory isn't always on the podium, but in the will to push on. #BelgianCrew #FlandrienSpirit
• •In Belgium, cycling is not a sport. It's a way of life. We create apparel that honors this passion. Welcome to the Belgian Crew.
• •It started with a conversation between friends, a shared passion for the ride, and a deep respect for the history of cycling in our blood. Belgian Crew was never meant to be just another brand; it's a crew for those who feel the chill of the Spring Classics in their bones.
• •The Tommeke 2.0 Bib Shorts. Named for a legend, built for your own epic rides. Tested on the unforgiving Belgian cobbles, these bibs offer a tailored, anatomical fit for maximum comfort and support when you're giving it all.
• •Some see an obstacle. We see a proving ground. #RideLikeaBelgian #Cobbles