Brand Tone

Passionate, Nostalgic, Community-Oriented, Approachable, Aspirational & Stylish

Brand Values

• •Passion for Cycling
• •Community
• •Nostalgia/Heritage
• •Accessibility/Value
• •Originality & Style
• •Inclusivity

Best Practices

• •Always write as a cycling enthusiast for fellow enthusiasts. Use language that resonates with the joy, challenges, and camaraderie of cycling.
• •When referencing vintage aspects, highlight the stories, legends, and iconic moments of cycling’s past. Avoid generic "retro" talk; be specific where possible.
• •Use inclusive language ("we," "us," "our community"). Encourage sharing of experiences and photos (User-Generated Content). Frame products as a way to connect with cycling heritage and other riders.
• •For the non-vintage items, emphasize the originality, the story behind the design (e.g., regional pride, artistic concept), and the stylish aspect of "pedaling with elegance."
• •Maintain the approachable tone from the brand's origin story. While professional, avoid overly corporate language. Acknowledge the on-demand production and delivery times clearly and positively if addressing them in copy.

Social Perception

Positive for Vintage Enthusiasts, Appreciation for Design, Generally Viewed as Legitimate, Some Scrutiny on Value/Origin, Developing Reputation

Copy Examples

• •Headline: Relive the Glory. Ride the Legend. Body: Our vintage cycling jerseys aren't just apparel; they're a tribute to the icons who paved the roads we ride today. Crafted for comfort, designed to inspire. Find your legend at IoveVELO. Call to Action: Shop Vintage Collection
• •Headline: More Than a Ride. It's a Shared Passion. Body: Born from a love of cycling shared among friends, IoveVELO is for every enthusiast who believes the journey is best shared. Connect with the spirit of cycling. Call to Action: Discover Our Story
• •Headline: Wear Your Roads: The [Region/Col] Collection is Here! Body: From the peak of Mont Ventoux to the heart of your homeland, our Design Collections let you wear your pride. Pedal with passion, represent your region. Call to Action: Explore Regional Designs
• •Headline: Elegance in Every Revolution. Body: Why choose between performance and style? Our design jerseys offer eye-catching graphics and technical fabrics, so you can ride fast and look great doing it. Call to Action: Shop Designer Jerseys
• •Headline: The Perfect Gift for the Cycling Obsessed. Body: Searching for that unique present for the cyclist in your life? A legendary vintage jersey from IoveVELO is more than a gift, it’s a piece of cycling history. Call to Action: Find a Gift They'll Love