Brand Tone

Aspirational, Minimalist, and Community-Centric

Brand Values

• •Aesthetic Excellence
• •Uncompromising Quality & Performance
• •The Experience of Cycling
• •Community
• •Sustainability and Durability

Best Practices

• •Prioritize "The Why" over "The What": Always connect the product's features (the what) to the emotional experience of cycling (the why). Instead of just saying a jacket is waterproof, describe the feeling of confidence it gives you to ride through a storm.
• •Use Understated, Confident Language: Avoid hyperbole. The brand's confidence comes from its quality and design, not from loud claims. Use clean, simple, and direct sentences. The tone should be assured, not arrogant.
• •Speak to the Dedicated Cyclist: Assume your audience understands the nuances of the sport. Use technical terms where appropriate (e.g., "compressive fit," "four-layer chamois"), but always explain the benefit to the rider's experience.
• •Visually and Verbally Align: Ensure the copy always reflects the minimalist, high-end aesthetic of the brand's visuals. The words should feel as clean and considered as the photography and product design.
• •Emphasize Community and Inclusivity: While the brand is exclusive in price, the tone should be inclusive in spirit. Regularly feature the International Cycling Club and use language that invites people into the community, reinforcing that the shared passion for cycling is what truly matters.

Social Perception

premium, design-led, and exclusive

Copy Examples

• •Beyond the map's edge. This is where the ride truly begins. The Escapism Bib Shorts are engineered for the unknown—for long days where the only plan is to keep moving. Constructed from a durable, compressive fabric with our signature four-layer chamois, they offer comfort that lasts from the first push to the last mile. Because the greatest discoveries aren't destinations, but the moments in between. Find your escape.
• •The elements don't dictate the ride; they define it. Embracing the wind, the rain, the climb. This is more than a ride. It's a feeling. #PasNormalStudios #InternationalCyclingClub #FastIsInThePast
• •Built for the Ride, Designed for the Journey.
• •Your Community Awaits. Wherever you are in the world, you have a place with us. The International Cycling Club connects riders through a shared passion for the road. Join a ride. Share the experience. #InternationalCyclingClub
• •The ride doesn't end when you unclip. The Off-Race collection brings our philosophy of minimalist design and technical fabrics to your life off the bike. For the moments before, after, and everything in between. Live the journey.