Brand Tone

Cool, Casual, Creatively Rebellious, Authentic and Unpretentious, Enthusiastic & Fun-Loving, Adventurous & Free-Spirited, Slightly Edgy & Rock 'n' Roll

Brand Values

• •Authenticity
• •Inclusiveness
• •Enthusiasm
• •Creativity
• •Individualism
• •Community
• •The Joy of Doing

Best Practices

• •Speak from Passion, Not Just Product: Focus on the experience, the feeling, and the culture surrounding the items, rather than just specs and features. The "why" is more important than the "what."
• •Embrace Imperfection and Authenticity: Use natural, honest language. Avoid overly polished corporate speak. A touch of grit or a raw edge aligns with the brand's "street-honest industrial art" roots.
• •Tell Stories, Don't Just Sell: Whether it's the story of a custom build, an artist collaboration, or a surf trip, narrative engages the audience on an emotional level, reinforcing the lifestyle aspect.
• •Be Inclusive and Invitational: Use language that welcomes people into the Deus culture. Highlight shared values like creativity, enthusiasm, and the love for adventure.
• •Keep it Visually Driven, Verbally Concise: Deus is a visually rich brand. Copy should complement the imagery – be evocative and to the point, letting the visuals do much of the talking. Use strong verbs and sensory details.

Social Perception

A Cultural Phenomenon, Aspirational and Cool, High Quality, Community-Focused, Authentically Engaged, Globally Recognized with Local Flavor

Copy Examples

• •Headline (New T-shirt): Woven from open roads and salt spray. Wear the journey. Body: More than threads, it’s a patch of the Deus philosophy. Built for those who find their rhythm where the tarmac meets the tide.
• •Social Media Post (Event): Fuel, Fire, & Good Company. The [Event Name] kicks off this Saturday. Bring your ride, share your stories. It’s not just an event, it’s where the Deus tribe gathers.
• •Product Description (Custom Motorcycle Part): Engineered for honest miles. This [Part Name] isn’t about flash, it’s about function, feel, and the pure mechanical symphony of your machine. Bolt it on, ride it out.
• •Website "About Us" Snippet: Deus Ex Machina. We build bikes. We surf waves. We make gear. But mostly, we celebrate the simple joy of creating something with your own hands and the freedom that follows. It’s a culture, not a costume.
• •Cafe Promotion (Instagram Story): Morning brews & afternoon views at the Temple. Your daily dose of caffeine, creativity, and Canggu calm. Pull up a chair – the good times are brewing.