Brand Tone

Edgy, Confident, and Assertive; direct and unapologetic, appealing to a counter-cultural audience; projects an image of rebellion and individualism.

Brand Values

• •Individuality
• •Quality
• •Cultural Authenticity
• •Community
• •Resilience

Best Practices

• •Use an Assertive & Direct Voice: Always write in a confident, straightforward tone. Avoid weak or passive language. Start sentences with strong verbs.
• •Embrace the Vernacular: Incorporate language and slang authentic to motorcycle and tattoo culture (e.g., 'ride or die,' 'ink,' 'asphalt,' 'canvas'). This builds credibility and connection with the audience.
• •Focus on 'Why,' Not Just 'What': Instead of just describing a t-shirt, describe the identity it represents. Frame products as tools for expressing individuality and living a certain lifestyle.
• •Keep it Concise: The brand's tone is no-nonsense. Copy should be short, impactful, and to the point, especially on social media. Use hashtags strategically to enhance reach within the target communities.
• •Visual and Textual Harmony: Ensure the tone of the copy always matches the edgy, high-contrast, and authentic visuals used in posts and on the website. The rebellious look of the models should be mirrored by rebellious-sounding text.

Social Perception

A niche player with a dedicated but relatively small following, perceived as a specialized style brand rooted in motorcycle and tattoo culture, rather than a mainstream entity. Perception is primarily shaped by its own curated content due to limited widespread independent reviews.

Copy Examples

• •Don't just wear a brand. Make a statement. Our new OG Staple Tee is cut for the ride and built to last. Live your legacy. #BulletproofIndustries #RideOrDie
• •More ink, less pain. Our high-strength numbing cream lets your artist work without limits. Your canvas, your rules. #TattooLife #NoPainAllGain
• •Heads up. Our new Open Face helmets combine classic style with modern protection. Because your brain is worth protecting. Ride smart. Ride Bulletproof. #MotorbikeGear #NZRiders
• •Conformity is a cage. We're the key. Bulletproof Industries is for the outsiders, the rebels, and the ones who build their own road. Shop the collection. [Link]
• •Born from ink and asphalt. We're a Kiwi brand with deep roots in tattoo and motorcycle culture. Every stitch, every design, every product is for those who refuse to be anything but themselves. That's the Bulletproof promise. #NZOwned #MotorcycleCulture