Brand Tone

Practical & Reassuring, Enthusiast-Focused, Informative & Helpful, Established & Experienced, Innovative

Brand Values

• •Quality & Durability
• •Innovation
• •Rider Focus/Enhancing the Riding Experience
• •Reliability & Security
• •Accessibility

Best Practices

• •Speak the Rider's Language: Use terminology and address pain points that resonate with motorcycle and bicycle enthusiasts (e.g., "all-weather," "long-distance touring," "urban commute," "abrasion resistance," "peace of mind").
• •Prioritize Benefits Over Just Features: While detailing features like "ripstop TPU material" is good, always link them back to the rider's benefit – e.g., "ripstop TPU material for rugged durability on any terrain, keeping your gear safe and dry."
• •Maintain a Tone of Reliability and Trust: Consistently use words that convey strength, dependability, and expertise (e.g., "proven," "engineered," "trusted," "robust," "expertly designed"). Reinforce the brand's heritage and experience where appropriate.
• •Be Clear, Concise, and Action-Oriented: Provide clear information about what the product does and how it helps the rider. Use strong verbs and clear calls to action (e.g., "Discover the range," "Protect your ride," "Gear up").
• •Ensure Visuals and Copy Align: If the brand emphasizes toughness and practicality, the accompanying imagery should reflect this. Copy should reinforce the visual message and vice-versa, creating a cohesive brand experience.

Social Perception

Generally Positive for Product Functionality, Trusted Brand in the Motorcycle/Bicycle Community, Potential for Brand Confusion, Limited Direct Social Engagement (Australia)

Copy Examples

• •Headline: Ride Further, Ride Safer. Oxford Gear Has You Covered. Body: Don't let unpredictable weather or security concerns cut your journey short. For over 50 years, Oxford Products has been dedicated to making life on two wheels better. Explore our innovative range of all-weather apparel, high-security locks, and smart luggage solutions – designed by riders, for riders. Gear up with Oxford and own the road.
• •Headline: Built for the Australian Ride. Engineered for Peace of Mind. Body: From city commutes to Outback adventures, Oxford Products offers the durability and reliability you demand. Our Armourlite™ denim provides superior protection without sacrificing comfort, while our Aqua Series luggage keeps your essentials dry, no matter what. Discover gear that’s as tough and resilient as you are.
• •Headline: More Than Just Accessories. It's Confidence on Every Corner. Body: Every Oxford product, from our heated grips to our advanced Oximiser battery chargers, is designed to enhance your riding experience. We focus on innovation and quality so you can focus on the thrill of the ride. Trust Oxford for gear that performs, protects, and lasts.
• •Headline: Secure Your Passion. Protect Your Ride with Oxford. Body: Your bike is more than just transport; it’s your freedom. Oxford’s industry-leading locks and security systems offer robust defence against theft, giving you the confidence to park anywhere. Invest in proven protection, because your peace of mind is priceless.
• •Headline: Don't Just Ride. Thrive. With Oxford Essentials. Body: Whether it's our ergonomic grips for ultimate comfort, crystal-clear mirrors for enhanced visibility, or robust bike covers for year-round protection, Oxford essentials are crafted to elevate every moment on your bike. Practical, durable, and designed for real-world riding.