Brand Tone

Expert & Technical, Passionate & Authentic, Premium & Uncompromising

Brand Values

• •Innovation & Engineering Excellence
• •Performance
• •Quality & Craftsmanship
• •Authenticity

Best Practices

• •Lead with Technical Authority: Always ground your marketing claims in technical specifications. Use terms like "FEM analysis," "T800S carbon," "proprietary mold," and "high TG resins." This reinforces your core value of engineering excellence.
• •Speak from the "Creator" Voice: Use "we" and "our" to maintain the passionate, founder-driven tone. Frame the brand as a collective of engineers and craftsmen. Phrases like "Our Mission" and "Our Mindset" are effective.
• •Translate Features into Performance Benefits: Don't just state that a rim is wide. Explain that it provides "maximum traction and smoothness" or "steering precision." Connect every technical detail to a real-world racing advantage.
• •Embrace the "Uncompromising" Philosophy: Highlight the choices that prioritize performance over all else, such as not painting the rims or using custom-built spokes. This builds a powerful narrative of quality and dedication.
• •Maintain a Premium Lexicon: Use strong, confident, and premium language. Words like "obsessive," "superior," "unparalleled," "mission," and "victory" align with the high-end, competitive nature of the brand.

Social Perception

For the Serious Competitor, Credible & Trusted, Boutique & Desirable

Copy Examples

• •Engineering dictates the podium. Our SWBT Series wheels are the result of obsessive FEM analysis and T800S carbon layering, designed not just to be light, but to be predictably precise in the most demanding race conditions. Your bike, our passion. Your victory, our mission.
• •Why no paint? Because true performance has nothing to hide. Our mold-perfect rims showcase the purity of the T800S composite, offering superior hardness and scratch resistance. Every gram is functional. Every fiber is aligned for victory. This is RaceFactory™ integrity.
• •We are not assemblers; we are creators. RaceFactory™ was born from a twenty-year obsession with advanced composites and a lifetime passion for two wheels. We design our proprietary molds. We specify our custom spokes. We build the wheels we want to ride—uncompromising, technically superior, and proven on the world stage.
• •Your last race—was your equipment a limiting factor? The difference between first and second place is measured in watts and seconds. With a 31.4mm internal channel and a record weight of 1080g, our wheelsets offer the stiffness and blistering acceleration that elite racers demand. It's time to upgrade your ambition.
• •Experience cornering you can trust. Our extra-wide rim design increases tire volume for maximum traction, while the 4mm rounded hookless edge provides unparalleled impact resistance. Translate every watt of power into forward motion and ride with the confidence that only superior engineering can provide.