Brand Tone

Cool & Rebellious, Accessible & Inclusive, Authentic & Passionate, Informal & Edgy, Heritage-Inspired & Modern-Classic

Brand Values

• •Accessibility: Making custom-style motorcycling available to a wider audience, including new and learner riders, through affordable pricing and LAMS approval.
• •Style & Individuality: Offering motorcycles with a distinct, cool, retro-custom aesthetic that allows for personalization. They aim to provide bikes that "look like they mean business."
• •Quality & Craftsmanship: Despite sourcing parts from the Far East, the brand emphasizes a "bespoke approach," attention to detail, and a strong build quality, with final finishing in the UK/Australia.
• •Community: Fostering a sense of belonging among riders, positioning their HQ (in the UK) as a "laid back meeting point for the custom bike community." This extends to their online presence.
• •Fun & Freedom: The bikes are portrayed as being enjoyable to ride, whether in the city or on open roads, offering a sense of freedom and a "true custom vibe."

Best Practices

• •Embrace the Edge, But Stay Approachable: Use confident, slightly rebellious language ("blacked-out," "mean," "raw") but ensure the overall message remains inclusive and welcoming, especially to new riders. Avoid overly aggressive or exclusionary slang.
• •Authenticity is Key: Speak from a place of genuine passion for motorcycle culture and custom bikes. Highlight the heritage and the "why" behind the brand – making cool bikes accessible.
• •Visuals and Voice Must Match: Ensure the gritty, stylish, and slightly vintage feel of the photography and videography is mirrored in the language used. If the image is "cool and moody," the copy shouldn't be overly formal or bland.
• •Be Direct and No-Nonsense (with a hint of swagger): Get to the point but do it with style. Use strong verbs and concise sentences. Don't be afraid of a little bit of well-placed attitude or humor, like the "interesting sh*t" example from their website.
• •Focus on the Feeling, Not Just Features: While specs are important, emphasize the experience and emotion of riding a Mutt – the freedom, the individuality, the "cool factor," the "Steve McQueen vibe." Sell the lifestyle and the statement the bike makes.

Social Perception

Generally positive, focusing on the style, accessibility for learners, and the "cool factor." Taverner Motorsports, the Australian distributor, appears to have a good reputation, which likely helps the brand's image locally. The bikes appeal to riders looking for a unique, classic-styled machine without the price tag or demands of a large-capacity or one-off custom bike.

Copy Examples

• •Headline: Ditch the Mainstream. Ride a Mutt. Body: Tired of blending in? Mutt Motorcycles are stripped-down, blacked-out, and built to turn heads. Small cc, big attitude. Your rebellion starts here. #MuttMotorcyclesAU #RideDifferent
• •Headline: Learner Legal. Far From Ordinary. Body: Who said your first bike has to be boring? Our 250cc Mutts are LAMS-approved but pack a serious style punch. Classic looks, modern guts, and a sound that’ll make you grin. Get on a Mutt and own the street from day one. #MuttLife #LAMSApproved #CustomStyle
• •Headline: Built in Birmingham. Unleashed in Aus. Body: Forged with British custom heritage and fine-tuned for Aussie roads. Mutt Motorcycles: where old-school cool meets new-school reliability. Not just a bike, it’s a statement. Find your Mutt. #MuttHeritage #AussieRides
• •Headline: Less Frills. More Thrills. Body: We cut the crap so you can just ride. Mutt Motorcycles are all about raw, unfiltered fun. Lightweight, agile, and dripping with classic custom vibes. Your daily grind just got a whole lot meaner. #StrippedBackCustom #MuttVibes
• •Headline: Join the Mutt Pound. Body: It’s more than a motorcycle; it’s a community. From city cruises to backroad blasts, a Mutt is your ticket to a new breed of riding. Share the stoke, find your pack. Check out our latest models and upcoming events. #MuttCommunity #MotorcycleCulture