Brand Tone

Technical and Confident

Brand Values

• •Performance
• •Quality
• •Heritage

Best Practices

• •Lead with Performance, Support with Quality: Always start with the benefit to the driver (more power, better response) and follow it up with the reason why (French manufacturing, superior materials, 4-layer cotton).
• •Use Technical, Confident Language: Speak to your audience as knowledgeable enthusiasts. Use terms like "micron," "airflow," and "surgical cotton" to build credibility. Avoid vague or overly simplistic language.
• •Reinforce Heritage and Origin: Regularly mention "Made in France," "Over 40 years of experience," and official certifications (ISO, TUV) to differentiate from competitors and underscore quality.
• •Focus on a Lifetime Investment: Emphasize that the filters are washable, reusable, and guaranteed for the life of the vehicle. Frame it as a smart, one-time upgrade rather than a disposable part.
• •Maintain Visual Consistency: Ensure all visuals (photos, videos, graphics) are clean, professional, and align with the technical and performance-oriented tone. High-quality product shots and authentic motorsport imagery work best.

Social Perception

Respected European Specialist

Copy Examples

• •Breathe Deeper. Perform Better. Your engine is a high-performance machine. Don't starve it with a restrictive paper filter. Engineered in France with four layers of surgical cotton, JR Filters provides up to 40% more airflow while filtering particles down to 2.8 microns. Unleash your engine's true potential. Tap to find the perfect fit for your vehicle.
• •JR Replacement Air Filter: The Last Air Filter You'll Ever Buy.
• •Since 1992, we've had one mission: to engineer and manufacture the highest quality performance air filters in the world. From our ISO 9001 certified facility in France, every filter is crafted with precision, passion, and an unwavering commitment to performance. That’s not just a promise; it's our heritage.
• •JR Performance Filters | Official Site | Made in France. Experience the difference. TUV-approved, washable, and guaranteed for life. Superior airflow and 99% filtration. Shop now for your vehicle.
• •Trusted on the Track. Perfected for the Road. From the Le Mans circuit to your daily driver, the same commitment to performance and quality is built into every JR Filter. When every tenth of a second matters, champions trust us to deliver clean air and maximum power. #JRFilters #Motorsport #PerformanceEngineering #MadeInFrance