Brand Tone

Adventurous & Aspirational, Passionate & Enthusiastic, Authentic & Down-to-Earth, Community-Focused & Inclusive, Knowledgeable & Experienced, Slightly Irreverent & Playful

Brand Values

• •Adventure & Exploration
• •Durability & Reliability
• •Quality & Performance
• •Community & Inclusivity
• •Authenticity & Honesty
• •Passion for Cycling
• •Innovation & Purposeful Design

Best Practices

• •Embrace the "Race, Ride, Seek" Ethos: Ensure all copy reflects a spirit of adventure, exploration, and the joy of cycling, whether it's for racing, recreational riding, or seeking new paths.
• •Speak Authentically, Like a Fellow Rider: Use genuine, relatable language. Avoid overly technical jargon unless explaining a specific benefit clearly. Share stories and experiences rather than just product features.
• •Highlight Durability and Real-World Testing: Continuously reinforce that Curve products are built to last and are proven in the toughest conditions. Mention specific races or expeditions where appropriate.
• •Foster Community in Your Language: Use inclusive terms, invite interaction, and talk about "us" and "we" (the broader cycling community) rather than just "you" (the customer). Share stories from the community.
• •Balance Aspiration with Attainability (and a touch of humor): While showcasing epic adventures, also make everyday exploration feel exciting and accessible. Don't be afraid to use a bit of the brand's characteristic playful or down-to-earth humor where appropriate, without undermining the seriousness of the product's capability.

Social Perception

Positive & Respected, Inspirational, Knowledgeable & Trustworthy, Community-Oriented, High-End/Premium, Innovative & Niche

Copy Examples

• •Headline: Beyond the Pavement. Beyond the Predictable. Your Adventure Awaits. Body: At Curve, we build more than bikes; we build gateways to the experiences that define you. Engineered for the wild, tested by the extreme, and ridden by a community that seeks the horizon. Where will your Curve take you? #RaceRideSeek
• •Headline: Kevin Fears Nothing. Neither Should You. Body: Meet Kevin (our GXR). Born from dust and grit, this rig doesn’t flinch at gnarly trails or thousand-kilometer epics. Steel or Titanium, it’s your trusty companion for wherever the unpaved path leads. It’s not just a bike, it’s a commitment to adventure. Explore the GXR.
• •Headline: Built for the Long Haul. And the Laughs Along the Way. Body: We believe bikes are tools for discovery, not just jewels for display. That's why every Curve is designed for ruthless reliability and the pure joy of the ride. Join our community, share the journey, and let's see what's over that next mountain pass. #CurveCommunity
• •Headline: The Only BS We Do is Bike Stuff. Body: No marketing fluff, just damn good bikes. Our team lives and breathes cycling, pushing our gear to the limits so you can trust yours completely. From the Australian Outback to your local trails, Curve delivers performance you can count on, every single time.
• •Headline: Your World, Wider. Body: With our Walmer Bars offering super-wide options and bikes designed to tackle any terrain, Curve expands your horizons. More stability, more comfort, more adventure. It’s time to go explore. Discover the difference the right gear makes.