Brand Tone

Inclusive and Welcoming, Passionate and Enthusiastic, Authentic and Unpretentious, Community-Focused, Aspirational and Lifestyle-Oriented

Brand Values

• •Inclusivity
• •Community
• •Passion
• •Authenticity
• •Quality & Experience
• •Creativity & Craftsmanship
• •Hospitality

Best Practices

• •Emphasize "Common Ground": Always reiterate the inclusive nature of BSMC. Ensure copy speaks to both dedicated riders and the "moto-curious," making everyone feel welcome.
• •Show, Don't Just Tell, Passion: Use vivid, enthusiastic language that reflects a genuine love for motorcycles and the lifestyle. Share stories, highlight craftsmanship, and convey excitement.
• •Focus on Community and Connection: Frame offerings (events, dining, retail) as opportunities to connect with like-minded individuals. Highlight the social aspect of the brand.
• •Maintain an Authentic Voice: Avoid overly corporate or exclusive jargon. Keep the tone approachable, genuine, and slightly edgy but always respectful. Share real stories from staff and customers.
• •Balance Aspiration with Accessibility: While showcasing the "cool factor" and high-quality aspects of the brand, ensure the messaging remains unpretentious and inviting, reminding people that BSMC is for everyone interested in the culture.

Social Perception

A Cool and Trendy Hub, More Than Just a Club/Shop, Inclusive and Welcoming, A Strong Community Builder, High Quality but Potentially Pricey, Authentically Passionate, A Lifestyle Brand

Copy Examples

• •Headline: More Than Mileage. It's a Milestone. Body: At Bike Shed, every journey is celebrated. Whether you're a seasoned rider or just fuel-curious, find your common ground with us. Gear up, dine in, connect. This is where passion rides together.
• •Headline: Your Crew. Your Shed. Body: Beyond the bikes, it’s about the bonds. Bike Shed isn't just a club; it's the heart of a global community built on shared roads and authentic stories. Pull up a chair, your next adventure starts here.
• •Headline: Crafted for the Ride. Designed for Life. Body: From custom culture to everyday apparel, Bike Shed brings quality and passion to every stitch and every gathering. It's not just about looking the part; it's about living it. Explore our latest collection and experience the lifestyle.
• •Headline: No Membership Required. Just a Love for Two Wheels (Or an Appetite for Good Times). Body: Bike Shed welcomes everyone. Rider or not, local or visitor. Discover great food, unique gear, and a vibe that’s all about inclusivity and the spirit of the open road. Come as you are.
• •Headline: The Roar is Real. The Welcome is Warmer. Body: Experience the thrill of motorcycle culture in a space that’s as passionate as it is unpretentious. From our curated events to our daily grind, Bike Shed is your destination for all things moto, and the people who love people who love motorcycles.