Brand Tone

Authoritative & Expert, Reassuring & Trustworthy, Professional & Quality-Focused, Approachable & Rider-Centric, Innovative & Modern

Brand Values

• •Safety
• •Quality & Craftsmanship
• •Comfort & Performance
• •Innovation
• •Rider Focus & Inclusivity
• •Heritage & Experience
• •Style

Best Practices

• •Prioritize "Safety First" Language: Always lead with or prominently feature the safety aspects. Use strong, reassuring words like "protection," "certified," "secure," "trusted," and "BETA approved" consistently.
• •Balance Expertise with Approachability: While highlighting technical features and safety standards, maintain a tone that is understandable and relatable to riders of all levels. Avoid overly technical jargon without explanation. Provide helpful advice and support.
• •Emphasize Quality and Heritage: Regularly mention British manufacturing, years of experience, and commitment to high-quality materials and craftsmanship. This reinforces trust and justifies the premium nature of the products.
• •Focus on Rider Benefits: Translate product features into tangible benefits for the rider – e.g., "lightweight design for unrestricted movement," "breathable fabrics for all-day comfort," "segmented construction that moulds to your body."
• •Maintain a Confident, Professional, yet Passionate Voice: The copy should sound knowledgeable and assured, reflecting Racesafe's position as a leader in the field. At the same time, convey a genuine passion for equestrian sport and the well-being of riders. Use active voice and clear, concise language.

Social Perception

Trusted Leader in Safety, Comfortable and High-Performing, Worth the Investment, Responsive and Customer-Oriented, Associated with Professionalism

Copy Examples

• •Headline: 50 Years of British Craftsmanship. Decades of Rider Trust. Body: At Racesafe, we don't just make body protectors; we engineer confidence. For over half a century, our Northamptonshire factory has been the heart of innovation, creating safety wear that meets the highest BETA Level 3 standards without compromising on the comfort and freedom you need to perform. Ride with the reassurance of Racesafe. Call to Action: Discover Your Perfect Fit.
• •Headline: Maximum Protection. Unrivalled Comfort. Signature Racesafe Style. Body: Why choose between safety and performance? With Racesafe's advanced multi-foam technology and rider-focused design, you get both. Our body protectors are lightweight, breathable, and move with you, making them the trusted choice for equestrians from the Pony Club field to the Olympic arena. Call to Action: Explore the Motion3 Collection.
• •Headline: Your Safety. Our Priority. Since 1970. Body: Every stitch, every panel, every Racesafe product is a testament to our unwavering commitment to your protection. We work with leading riders worldwide to ensure our gear withstands the toughest demands, offering you market-leading safety, so you can focus on your ride. Call to Action: Learn About Our Safety Standards.
• •Headline: Feel the Difference of a Perfect Fit. Body: Don't let ill-fitting safety gear hold you back. Racesafe offers an extensive range of sizes and back lengths, plus custom options, to ensure your body protector feels like a second skin. Experience the confidence that comes from truly comfortable, certified protection. Call to Action: View Our Sizing Guide.
• •Headline: Invest in Your Ride. Invest in Racesafe. Body: When it comes to your safety in the saddle, accept no compromises. Racesafe body protectors are British-made, built to last, and designed to provide the highest levels of impact absorption. Because every ride matters. Call to Action: Shop Our Range of Body Protectors.