Brand Tone

Passionate & Enthusiastic, Rider-Focused & Authentic, Quality-Conscious & Detail-Oriented, Approachable & Direct, Proudly European/Local

Brand Values

• •Customization & Individuality
• •Quality & Performance
• •Sustainability & Local Production
• •Simplicity & Maintainability
• •Fairness & Rider Empowerment
• •Joy of Cycling

Best Practices

• •Speak from the Rider's Perspective: Use "you" and "your" frequently. Focus on the benefits and feelings the rider will experience (e.g., "joy," "freedom," "confidence," "smile"). Highlight how the bike solves a problem or fulfills a desire for the rider.
• •Emphasize Quality and Craftsmanship Authentically: Don't just say "high quality." Explain why it's high quality – the European frame production, assembly in Salzburg, careful component tuning, focus on durability and ride feel.
• •Maintain a Passionate and Slightly Maverick Voice: Reflect the founders' enthusiasm and their stance against industry "gimmicks." Let the love for cycling and the desire to offer something better shine through.
• •Be Direct and Transparent: Clearly explain the customization process, the origin of components (where it’s a strength, like European frames), and the philosophy behind the brand. Avoid overly technical jargon unless explaining a specific benefit.
• •Showcase Individuality and Aesthetics: Use evocative language when describing colors and design. Highlight the "timeless," "classic," and "elegant" aspects, and the joy of creating a "very individual bike." Reinforce that the bike is an expression of the rider.

Social Perception

Positive for Customization and Aesthetics, Good Ride Quality, Valued for European Production, Some Skepticism/Questions, Generally seen as a niche, enthusiast brand focusing on custom builds rather than mass-market appeal.

Copy Examples

• •Headline: Your Ride, Your Rules, Your Color. Body: Tired of off-the-rack bikes that miss the mark? At Pastel Bicycles, we believe your bike should be as unique as your adventures. Hand-assembled in Salzburg with European-crafted frames, we offer true customization, from the perfect pastel hue to components that match your every need. Experience cycling without compromise.
• •Headline: Beyond the Hype. Built for the Ride. Body: We started Pastel Bicycles by asking: what if a bike was simply beautiful, high-performing, and built for the joy of cycling? No gimmicks, just pure quality, European craftsmanship, and a ride that feels like an extension of you. Discover the CIMA and WHTIF – designed in the Alps, for wherever your road leads.
• •Headline: Craft Your Dream Bike. We’ll Handle the Details. Body: From the alpine inspiration of our WHTIF gravel bike to the classic elegance of the CIMA road bike, every Pastel Bicycle is a testament to quality and rider focus. Choose your frame, select your dream color, and let us meticulously assemble your perfect ride in Salzburg. It’s more than a bike; it’s your statement.
• •Headline: European Soul. Unforgettable Rides. Body: We’re bringing frame production back to Europe and assembling each bike with passion in Austria. This means lighter bikes, lower CO2 emissions, and an unwavering focus on ride quality that you’ll feel with every pedal stroke. Ride Pastel. Ride Different.
• •Headline: The Anti-Industry Bike: Yours, Truly. Body: Frustrated with mass-produced bikes and unnecessary extras? So were we. Pastel Bicycles offers a refreshing alternative: truly customizable, easy-to-maintain bikes at a fair price. Engineered for performance, designed by you. Let's build your perfect journey.