Brand Tone

Aspirational, adventurous, passionate, professional, inspirational, and modern.

Brand Values

• •Quality and Performance
• •Freedom and Adventure
• •Italian Design and Style
• •Sustainability
• •Innovation

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Instead of just listing features, start with the benefit. Don't just say 'powerful motor'; say 'Conquer hills with ease.' Frame the product as a solution to a desire (freedom, adventure, ease) rather than just a piece of hardware.
• •Use Evocative and Sensory Language: Words like 'unleash,' 'discover,' 'effortless,' 'glide,' and 'explore' create an emotional connection and reinforce the brand's adventurous tone. Appeal to the feeling of riding.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the sleek, high-quality, and adventurous imagery on social media and the website is matched by copy that is equally polished, inspiring, and professional. The tone should be consistent across all touchpoints, from ad copy to customer service responses.
• •Showcase the Italian Heritage Subtly: Weave in references to 'Italian design,' 'crafted in Italy,' or 'European engineering.' This reinforces the brand's commitment to quality and style without being overly repetitive.
• •Balance Aspiration with Accessibility: While the tone is aspirational, the copy should still feel welcoming. Highlight practical benefits like easier commutes and health improvements to appeal to a broader audience, ensuring the brand doesn't feel out of reach for newcomers to the e-bike world.

Social Perception

The public perception of BIKE– Energy E is largely positive. Customers see the brand as offering stylish and capable e-bikes that provide good value. The association with Italian design is a significant positive differentiator. The brand is perceived as a desirable option for those looking for a product that is both functional and aesthetically pleasing, with many customers acting as brand ambassadors by sharing their positive experiences online.

Copy Examples

• •The trail calls, and with the new M-Series, you have the power to answer. Engineered in Italy for relentless performance, our mountain e-bike turns steep climbs into thrilling ascents. Your adventure doesn't have a limit. Why should you? #BikeEnergyE #EbikeAdventure #MountainBiking #MadeInItaly #PowerYourFreedom
• •Swap traffic jams for open roads. The C-Series from BIKE– Energy E transforms your ride to work into the best part of your day. With sleek Italian design and a powerful, silent motor, you'll arrive energized and in style. Embrace a smarter, greener way to travel. #UrbanMobility #ECity #BikeToWork #SustainableStyle #EnergyEbike
• •From city streets to country roads, the T-Series is your passport to discovery. With a long-range battery and all-terrain versatility, every weekend is an opportunity for a new story. Where will your energy take you? #TrekkingEbike #ExploreMore #BikeEnergy #ItalianDesign #EbikeLife
• •We believe a bicycle is more than just a machine; it's a vehicle for freedom. This year, we've poured our passion for performance and design into our most advanced collection yet. Discover the power, feel the quality, and find the perfect BIKE– Energy E to fuel your next adventure. Explore the new models inside.
• •Experience the perfect blend of style and performance. Powerful, elegant, and built for adventure. Shop our Urban, Mountain, and Trekking e-bikes.