Brand Tone

Enthusiastic, Passionate, Practical, No-Nonsense, Humorous, Slightly Irreverent, Informative, Helpful, Community-Focused

Brand Values

• •Performance and Quality
• •Practicality and Ease of Use
• •Rider-Focused
• •Value for Money
• •Environmental Consciousness (emerging)
• •Honesty and Transparency (No-Nonsense)
• •Fun and Stoke

Best Practices

• •Embrace the Banter (Wisely): Inject that British humour and slightly irreverent wit, especially in product names and social media. Keep it light-hearted and relatable to the everyday cyclist, but ensure it doesn’t overshadow product benefits.
• •Keep it Real (No Nonsense): Focus on clear, direct language that highlights product effectiveness and ease of use. Avoid overly technical jargon unless explaining a specific benefit clearly. Cut the fluff.
• •Speak Rider to Rider: Use language that resonates with cycling enthusiasts. Refer to common riding experiences, challenges (like cleaning a filthy bike), and the joy of a well-maintained machine. Show you 'get' them.
• •Educate and Empower: Continue providing genuinely useful tips and how-to guides. This reinforces brand value and positions Juice Lubes as a helpful authority, not just a seller of products.
• •Show, Don't Just Tell (with a wink): Use vibrant, action-oriented language. Even when talking about cleaning, make it sound like part of the adventure. Metaphors and playful descriptions (like 'buttery silence' or 'protective force field') can make copy more engaging and memorable.

Social Perception

Reliable Products, Good Value, UK-Based and Proud, Innovative (Historically), Accessible and Unpretentious, Effective Cleaning and Lubrication

Copy Examples

• •Headline: Stop faffing, start riding. Body: Your bike deserves the good stuff, not a load of old guff. Juice Lubes: No-nonsense care for your two-wheeled mate. Spend less time tinkering, more time terrorising the trails.
• •Headline: Grime? What grime? Body: Our Dirt Juice laughs in the face of mud. Seriously. It’s like a tiny, eco-friendly superhero for your mucky bits. Get it clean, get it lubed, get back out there.
• •Headline: Keep your bits juicy. Body: From chains that sing to suspension that’s smoother than a buttered otter, Juice Lubes keeps your ride happy. Performance without the pomp. Just pure, unadulterated bike love, made in the UK.
• •Headline: Weatherproof your weekend warrior. Body: Sun, rain, mud-ageddon? Our Viking Juice doesn’t care. It’s the ‘all-you-can-ride’ buffet of chain lubes. Slap it on and conquer those trails, you magnificent mud-plugger!
• •Headline: Don't let stiction spoil your send. Body: Fork Juice: because your suspension should be plush, not a pain. A quick squirt and it's back to buttery smooth. Less grumbling, more grins.