Brand Tone

Passionate, Appreciative & Reverent, Community-focused, Inspirational, Design-conscious

Brand Values

• •Passion for Cycling
• •Design Excellence
• •Quality
• •Community
• •Heritage & Challenge

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., passionate, appreciative, inspirational), including do's and don'ts, and specific vocabulary related to cycling culture and iconic climbs.
• •Immerse in Cycling Culture: Ensure copywriters have a genuine understanding and appreciation of road cycling, its history, iconic climbs, and the mindset of enthusiasts. This allows for authentic and resonant language.
• •Use Storytelling: Frame product descriptions and social media posts around the stories and emotions associated with cycling and specific climbs. Connect the apparel/art to the experience and passion.
• •Maintain Visual-Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetic of the brand (which is currently design-conscious and focused on the beauty of cycling).
• •Engage with the Community Authentically: When interacting on social media or through customer service, maintain the established brand tone. Use language that reflects shared passion and understanding, fostering a sense of belonging.

Social Perception

For the cycling enthusiast, Niche Appeal, Artistic/Designer Quality, Potential Confusion

Copy Examples

• •Headline: Conquer the Legend. Wear the Climb. Body: The Koppenberg. More than a climb, it's a legend etched in cobbles and courage. Our new collection pays homage to this iconic ascent, crafted for those who understand the grit and glory. Shop the legend. Call to Action: Explore the Koppenberg Collection.
• •Headline: More Than a T-Shirt. It's a Statement. Body: Each Cobbled Climbs piece is born from a shared passion for the beauty, the brutality, and the brotherhood of cycling. Designs that speak to the heart of every climb, made with ethically sourced materials. Ride with us. Call to Action: Discover Your Design.
• •Headline: The Soul of Cycling, Woven into Every Thread. Body: From the windswept peak of Mont Ventoux to the hallowed cobbles of Flanders, our designs capture the essence of cycling's most revered routes. Premium apparel and art for the discerning cyclist. Call to Action: Find Your Climb.
• •Headline: Join the Peloton. Share the Passion. Body: Cobbled Climbs isn't just about apparel; it's about community. Connect with fellow riders, share your stories, and celebrate the journey. Follow us and tag your adventures #CobbledClimbs. Call to Action: Follow Us on Instagram & Strava.
• •Headline: Ethically Crafted. Passionately Designed. Body: We believe in gear that not only looks good but feels good – inside and out. Our commitment to quality design meets ethically sourced materials, so you can wear your passion proudly. Call to Action: Learn About Our Values.