Brand Tone

Edgy, Authentic, and Community-Centric. Informal, direct to target audience, uses slang, bold typography, rebellious, confident, and from within the subculture it represents.

Brand Values

• •Authenticity
• •Passion
• •Community
• •Boldness

Best Practices

• •Speak from Within the Culture: Always use language that is authentic to the bike life scene. Avoid generic corporate or marketing jargon.
• •Emphasize "Lifestyle" over "Product": The brand sells an identity, not just clothing. The copy should consistently reinforce that wearing the gear is a way of life.
• •Maintain a Confident, Edgy Tone: The copy should be bold and unapologetic. Don't be afraid to embrace the rebellious spirit of the subculture. Phrases like "Ride loud" or "Unapologetic" fit the brand well.
• •Use Visual Storytelling: Pair strong copy with high-impact visuals. Photos and videos should feature real riders in authentic urban environments, not staged studio shots. This reinforces the brand's authenticity.
• •Foster Community Engagement: Use copy to ask questions, create polls, and encourage followers to tag the brand in their own riding photos. This builds a loyal community and reinforces the brand's position as a central hub for the culture.

Social Perception

Within its niche, Bikelifeeveryday is perceived as a genuine provider of apparel that represents the culture. To the general public, the subculture can be controversial. This gives the brand a double-edged perception: authentic and cool to insiders, but potentially disruptive to outsiders. The brand embraces an "us against them" attitude.

Copy Examples

• •They hear us coming. The new ANTI BIKELIFE hoodie is for those who ride no matter what. Loud and proud. Tap to shop.
• •More than a hobby. It's a lifestyle. The BIKELIFE CLASSIC TEE is your new uniform. Made from 100% ring-spun cotton for all-day comfort, whether you're on a ride or planning the next one. Represent the movement. Wear it every day.
• •From Philly to the world. Bikelifeeveryday is the official gear for the street. Shop our latest collection of hoodies, tees, and hats. Free shipping on orders over $100.
• •This one's for the real riders. New gear just dropped.
• •Next drop: What's the move? Classic Snapback or Dad Hat?