Brand Tone

Passionate, technical, and confident. The brand speaks with the authority of an expert and the enthusiasm of a fellow rider, focusing on benefits derived from superior product performance and innovation.

Brand Values

• •Innovation and Performance
• •Quality and Durability
• •Rider-Centric Design
• •Authenticity and Passion
• •Simplicity

Best Practices

• •Lead with the Benefit, Support with the Tech: Start by addressing a rider's pain point (e.g., "tunnel vision," "fiddling with settings"). Then, introduce the technology (e.g., "custom optic," "Active Light Control") as the solution. Always connect features back to the rider's experience: more confidence, speed, and fun.
• •Use Rider-to-Rider Language: Write as if you're talking to a fellow cyclist at the trailhead. Use authentic, passionate, and confident language. Phrases like "game changer," "own the night," and "focus on the trail" resonate well.
• •Leverage Testimonials and Third-Party Proof: Let your customers and industry experts sell for you. Integrate powerful quotes from reviews and articles into your copy. This builds credibility and trust more effectively than making claims yourself.
• •Emphasize the "Why," Not Just the "What": Instead of just stating the lumen count, explain *why* it matters—it creates a wider, more uniform field of vision that improves spatial awareness and reduces eye fatigue. Explain *why* it's made in Canada—for quality control and durability.
• •Maintain a Confident, Unapologetic Tone: The brand is a premium choice, and the copy should reflect that. Be direct about the product's superiority and value proposition. Avoid sounding arrogant, but be confident in the engineering and the transformative experience the light provides.

Social Perception

Full On Lighting is perceived as a premium, high-end brand for serious mountain bikers. It is seen as an innovative company, respected for its engineering prowess and custom optics. Customers and industry observers view the product as a significant step up, often eliminating the need for a secondary light and fundamentally changing the night riding experience for the better.

Copy Examples

• •Stop Spot-Checking. Start Seeing Everything. Your old light creates a tunnel. The MB6 paints a landscape. With our custom-designed optic, you get a full field of view that eliminates harsh shadows and boosts your peripheral vision. Ride faster and more confidently because you see the whole trail, not just a patch of it.
• •One Light to Rule the Dark. Forget the clutter of helmet and bar mounts. The MB6 is engineered to outperform any two-light combo. Our technology, born from decades of commercial lighting expertise, delivers unparalleled brightness and coverage. Simplify your setup, reduce weight, and own the night.
• •The Trail Doesn't Change at Sundown. Why Should Your Riding? Don't let darkness dictate your pace. The MB6 with Active Light Control turns night into day, automatically adjusting brightness to your speed. It's the most intuitive lighting system ever created, so you can stop fiddling with settings and focus on your line. Ride like it's daylight.
• •Engineered in Canada. Trusted on the Trail. We're cyclists and engineers who were tired of mediocre bike lights. So we built a better one in Victoria, B.C. The MB6 is the result of a passion for riding and an obsession with optical performance. This isn't just a product; it's our new standard for what a bike light should be.
• •Your Buddies Will Think You Strapped the Sun to Your Helmet. Be prepared for comments. The MB6's 6000-lumen output and ultra-wide beam don't just light up your path—they illuminate the entire trail for everyone. And when it's time to chat, our 'Hangout Mode' keeps the light on without blinding your friends. Ride brighter, ride smarter.