Brand Tone

aspirational, knowledgeable, and passionate

Brand Values

• •Performance and Quality
• •Design and Aesthetics
• •Authenticity and Experience
• •Community

Best Practices

• •Lead with Performance, Follow with Style: Always start by highlighting the technical benefits and performance aspects of the product, then transition to the aesthetic and design elements. This appeals to both the performance-driven and style-conscious cyclist.
• •Use a Knowledgeable and Confident Tone: Write with authority. Use technical terms where appropriate (e.g., "AEROtomic fit," "SpeedSilk fabric") but always explain the benefit to the rider. This builds trust and reinforces the brand's expertise.
• •Incorporate the "By Cyclists, For Cyclists" Narrative: Regularly weave the brand's origin story and the team's passion for cycling into the copy. This creates an authentic connection with the audience.
• •Maintain a Premium and Aspirational Voice: Use strong, evocative language that speaks to the dedication and ambition of serious cyclists. Avoid overly casual slang or generic marketing phrases.
• •Encourage a Sense of Community: While maintaining a premium tone, end messages with inclusive and encouraging calls to action that foster a sense of belonging among cyclists, like the brand's signature sign-off.

Social Perception

high-quality, stylish, and credible alternative to more established premium brands

Copy Examples

• •Engineered for the breakaway. Our new ProSpec Rouleur collection is meticulously crafted for speed, comfort, and style. We've obsessed over every detail, from the aerodynamic fit to the premium Italian fabrics, so you can focus on the ride ahead. Discover the difference. #KANSEPT1 #CyclingApparel #Performance
• •The Ventoux Jersey: Your secret weapon for hot weather climbs. Featuring our ultra-lightweight MicroMesh fabric and AEROtomic fit, this jersey is designed to keep you cool and comfortable when the road points up. Ride stronger, longer. #RideInStyle #CyclingGear
• •At KANSEPT1, our passion is woven into every garment. With decades of experience designing for the world's top athletes, we know what it takes to create apparel that performs. We're a small team of dedicated cyclists, and we wouldn't sell you anything we wouldn't race in ourselves. That's our promise. #ForTheRide
• •Tired of cycling kit that doesn't last? We believe in quality that endures, mile after mile. Our apparel is built with premium, sustainable materials to withstand the rigors of serious training and racing. Invest in gear that goes the distance. #BuiltToLast #PremiumCycling
• •You, our inspiration. We love seeing where your rides take you in KANSEPT1. Tag us in your photos for a chance to be featured! #KANSEPT1Community #CyclingLife