Brand Tone

Rebellious, edgy, and confident

Brand Values

• •Performance and Quality
• •Innovation
• •Rider-Focused
• •Fun and Aggression
• •Authenticity and Honesty
• •Community

Best Practices

• •Embrace the Edge: Don't be afraid to be bold, slightly irreverent, and confident in your language. Use strong verbs and vivid imagery.
• •Focus on the Feeling: Highlight the exhilaration, fun, and a touch of rebellion that comes with riding an Evil bike.
• •Speak to the Core Rider: Use language that resonates with experienced, passionate mountain bikers who appreciate performance and aren't afraid to push limits.
• •Authenticity is Key: While edgy, maintain a level of honesty and avoid overly boastful claims the products can't back up. Acknowledge the 'serious' nature of the bikes' capabilities.
• •Visual Consistency: Ensure that the visual elements accompanying the copy (images, videos) align with the rebellious and high-performance aesthetic of the brand.

Social Perception

High-performance, outrageously fun bikes that excel in aggressive, downhill-oriented riding. A unique aesthetic and the 'fun factor' are appreciated. A 'rider-owned' aspect and the company's dedication to the sport are valued.

Copy Examples

• •Your trail therapy session just got a hell of a lot more aggressive. The [Bike Model] – unleash the beast.
• •Normal is boring. Ride Evil. #NotForEveryone
• •Engineered for mayhem. The [Bike Model] doesn't ask for permission, it just sends it.
• •Forget pretty. We build bikes that rip. Evil Bikes – earn your dirt.
• •Warning: May cause uncontrollable grinning and a sudden urge to quit your day job. Ride the [Bike Model] at your own risk.