Brand Tone

Aspirational and passionate, community-oriented and inclusive, artistic and expressive.

Brand Values

• •Endurance and Resilience
• •Quality and Craftsmanship
• •Individuality and Self-Expression
• •Community
• •Passion for Cycling

Best Practices

• •Lead with "Your Story": Frame all communication around the customer's journey and experiences. Use "you" and "your" to make the messaging personal and empowering. The tagline "Ride your story and write your journal" should be a recurring theme.
• •Emphasize Endurance and Quality: Consistently mention the high-quality materials and craftsmanship of the products, linking them to the concepts of durability, resilience, and the ability to tackle any challenge.
• •Showcase Artistry and Individuality: Regularly highlight the unique designs and collaborations with artists. This reinforces the brand's value of self-expression and sets it apart from more conventional brands.
• •Foster a Sense of Community: Encourage user-generated content, feature customer stories and photos, and actively engage with the cycling community on social media and platforms like Strava. This builds a loyal following and reinforces the brand's inclusive and passionate tone.
• •Maintain an Aspirational and Passionate Voice: Use strong, evocative language that speaks to the emotions of cycling—the struggle, the triumph, the beauty of the ride. The visual identity should reflect this, with high-quality, inspiring imagery of cyclists in their element.

Social Perception

Demonte Cycling is perceived positively as a high-quality, niche brand with a strong design focus, recognized for its unique, beautiful designs, excellent materials, good quality, and workmanship, making it creative and distinctive within the cycling community.

Copy Examples

• •Every climb, every descent, every kilometer tells a part of your journey. Our latest collection, 'The Ascent,' is crafted for the chapters you write on the open road. With breathable Italian fabrics and a design that’s as bold as your ambition, it’s more than a jersey—it's a testament to your endurance. Tap the link in our bio to start your next chapter. #DemonteCycling #RideYourStory
• •Born in the mountains of Thailand, Demonte Cycling was founded on a simple principle: to create cycling apparel that endures. Like the resilient Bighorn sheep that inspires our emblem, we believe in crafting gear that withstands the elements and the test of time. We blend artistic expression with technical performance, so every cyclist can tell their unique story, one ride at a time. Join us on the journey.
• •Your stories inspire us. From the sun-drenched flats to the grueling mountain passes, you are the heart of Demonte Cycling. Tag us in your ride photos and use #DemonteStory for a chance to be featured and win a kit from our upcoming collection. Keep riding, keep exploring, keep sharing.
• •The road is calling. As a valued member of the Demonte family, we want to give you early access to our new 'Endurance' line. Designed for those epic days in the saddle, this collection features our most advanced materials for unparalleled comfort and performance. Because we know your story is one of perseverance, and you deserve gear that can keep up. Explore the collection before anyone else.
• •Your ride is your canvas. Express yourself with Demonte Cycling. High-performance apparel with designs that dare to be different. Shop now.