Brand Tone

innovative, design-centric, and passionate. They project an image of being forward-thinking and expert craftsman. There's an undercurrent of playful rebellion and independence. Their communication is often aspirational and visually driven. It’s also confident and authoritative in its knowledge of motorcycle design and culture.

Brand Values

• •Design Excellence & Innovation
• •Craftsmanship & Quality
• •Individuality & Customization
• •Passion for Moto Culture
• •Independence & Forward-Thinking
• •Sustainability

Best Practices

• •Lead with Design & Innovation: Always highlight the unique design aspects, innovative thinking, or futuristic elements in your product descriptions and brand messaging. Use words like "rethink," "next-generation," "vision," "sculpted," "evolved."
• •Embrace the #playhookie Spirit: Inject a sense of confident independence and playful rebellion where appropriate. This doesn't mean being unprofessional, but rather conveying a bold, unapologetic approach to design and riding.
• •Speak with Passion & Authority: Your copy should reflect a deep love and understanding of motorcycle culture and design. Use evocative language that conveys enthusiasm and expertise.
• •Focus on Individuality & Bespoke Quality: Emphasize the custom nature of the work and the idea that each creation is unique or allows for unique expression. Highlight the craftsmanship and attention to detail.
• •Maintain Visual-Verbal Synergy: Ensure your copy complements Hookie’s strong visual identity. Use descriptive language that paints a picture and aligns with the high-quality aesthetics of their photography and videography. Keep sentences clear and impactful, much like their design lines.

Social Perception

highly creative and innovative design company rather than just a custom motorcycle shop. They are seen as visionaries in the moto design space, recognized for their unique, often futuristic, and aesthetically striking builds. The quality of their craftsmanship is acknowledged, and they are respected for pushing boundaries in motorcycle design, including their work with electric platforms and conceptual projects. There's an appreciation for their holistic approach, which can include a physical space that fosters a sense of community (cafe, shop). They are also seen as enablers for others through their DIY moto-kits.

Copy Examples

• •Headline: Beyond the Ride. This is Moto Evolution. Body: We don't just build bikes; we sculpt the future of two wheels. At Hookie, design is our obsession, and the open road is our canvas. Dare to be different. #playhookie
• •Headline: Your Vision, Forged in Metal & Code. Body: Standard is a forgotten word here. Bring us your dream, and we'll handcraft a machine that's an extension of you – meticulously designed, flawlessly engineered. It’s more than custom; it’s Hookie.
• •Headline: Electric Heart. Rebel Soul. Body: The roar of the future is silent, but its power is undeniable. Discover Hookie's electric series – where cutting-edge design meets electrifying performance. Ride the revolution.
• •Headline: Details That Define. Craftsmanship That Endures. Body: Every line, every curve, every component is a testament to our passion. We obsess over the details so you can own a masterpiece that’s built to be ridden, not just admired.
• •Headline: Don't Follow the Pack. Redesign It. Body: Hookie: For the riders who believe a motorcycle is a statement. Our parts and custom builds are for those who write their own rules and ride their own way. What will your statement be?