Brand Tone

Empowering, Technical, and Community-Focused.

Brand Values

• •Female Empowerment
• •Quality and Performance
• •Community Building
• •Timeless Design
• •Sustainability

Best Practices

• •Lead with Empowerment: Every piece of copy, from a tweet to a product page, should reinforce the core message of empowering women. Use active, strong verbs and focus on what the customer can achieve with the apparel.
• •Balance Emotion with Tech: Connect the technical features to the emotional benefit. Instead of just saying "sweat-wicking," say "Stay cool and confident when the ride gets intense, thanks to our advanced sweat-wicking fabric."
• •Speak as Part of the Community: Use "we," "us," and "our community" to foster a sense of belonging. Ask questions, solicit feedback, and feature user-generated content to show the brand is listening and co-creating with its customers.
• •Maintain a Clean, Premium Aesthetic: Ensure all visuals (photos, videos, graphics) match the "timeless" and "beautiful" design value. The visual tone should be as polished and intentional as the apparel itself.
• •Be Specific and Transparent: When discussing materials, fit, or sustainability, use clear and specific language. This builds trust and reinforces the brand's commitment to quality and transparency.

Social Perception

LUCA is perceived as a premium, mission-driven niche apparel company. Customers and the target audience likely see LUCA as an authentic and purpose-driven brand that genuinely caters to their needs. The focus on high-quality materials and technical features positions it as a performance-oriented label for serious cyclists and spinners. Its active community engagement on social media and through events helps build a perception of a supportive and inclusive brand that users can be a part of, not just buy from.

Copy Examples

• •Engineered for a powerful ride. Designed for you. This is cycling apparel that never compromises.
• •The climb is tough, but you are tougher. Our Stride Bib Tights are built with strategic compression to support you through every push, every peak. Feel the power, earn the view. #RideLUCA #WomenWhoRide
• •Feel the LUCA difference on your next ride.
• •Meticulously crafted from sustainable Italian fabrics, this jersey is your second skin. Its moisture-wicking technology keeps you dry and focused, while the bonded seams ensure a chafe-free fit. Because when your gear works with you, there are no limits.
• •A short, energetic video transitioning from a woman looking tired in generic gym clothes to looking powerful and confident in a full LUCA kit on a spin bike. Text overlay: "Gear that gets your goals. #RideLUCA #SpinClass #CyclingGear"