Brand Tone

Passionate, Community-focused, Nostalgic/Enthusiast-centric, Innovative/Tech-friendly, Approachable & Inclusive

Brand Values

• •Community
• •Passion for Automobiles
• •Nostalgia & Connection to Roots
• •Customization & Personalization
• •Innovation & Engagement

Best Practices

• •Speak the Enthusiast's Language: Use terminology and references that resonate with car lovers (e.g., "builds," "mods," "gearhead") while remaining accessible. Avoid overly technical jargon unless aimed at a very specific niche.
• •Focus on "Why," Not Just "What": Connect products and services back to the core values of passion, community, and nostalgia. Explain why a product matters to an enthusiast, not just its features.
• •Foster Community in Communication: Encourage interaction, user-generated content (if social media is developed), and share stories from the community. Use inclusive language like "we," "us," and "our community."
• •Maintain Enthusiasm and Authenticity: Let the genuine passion for cars shine through in every piece of content. Avoid overly corporate or generic messaging. The brand was started by an enthusiast, and that should remain evident.
• •Be Visually and Tonally Cohesive: Ensure that the visual elements (photography, design) on the website and any future social media align with the passionate, enthusiast-driven, and sometimes nostalgic tone of the copy.

Social Perception

The perception is intended to be that of a brand by enthusiasts, for enthusiasts.

Copy Examples

• •Headline for Super Gizmo: "Relive the Thrill. Upgrade Your Ride. The Super Gizmo isn't just a gauge, it's a connection to the road and the community. Pre-order yours and join the movement!"
• •Instagram Post (accompanying a picture from a Cars & Coffee event): "Fuelled by passion and premium coffee! ☕️ Huge thanks to everyone who rolled through our Cars & Coffee meet-up this weekend. Sharing stories, builds, and that pure car love – this is what Super's Garage is all about. Who's ready for the next one? #SupersGarage #CarCommunity #CarsAndCoffee #RealBuilds"
• •Product Description Snippet (for a custom patch): "Your build is unique. Your story is unique. Our custom patches are made to celebrate the heart and soul you've poured into your machine. Show off your pride, designed by you, for you – because every car has a tale to tell."
• •Email Newsletter Subject Line: "Remember That First Car Feeling? We Do."
• •Website 'About Us' Excerpt: "More than just parts and apparel, Super's Garage is a pit stop for every gearhead who remembers the thrill of their first mod, the late nights in the garage, and the undeniable bond of the car community. We're here to bring back those simple moments and drive the passion forward."