Brand Tone

Approachable, enthusiastic, community-oriented, informal, and engaging, with down-to-earth vibes.

Brand Values

• •Passion for Cycling
• •Style and Performance
• •Community
• •Authenticity

Best Practices

• •Maintain a Conversational and Inclusive Voice: Use "we" and "you" to foster a sense of community and direct connection. Avoid overly technical jargon unless explained in an accessible way.
• •Leverage User-Generated Content: Actively encourage and feature customers wearing Razzo products on social media to reinforce the community-centric value.
• •Tell Your Story: Continue to share the personal story behind the brand to maintain authenticity and differentiate from larger, more corporate competitors.
• •Emphasize Both Performance and Style: Ensure that marketing copy highlights both the technical aspects of the apparel and its aesthetic appeal, as this is a core part of the brand's identity.
• •Stay True to Your Roots: As the brand grows, it's crucial to remember its origins as a passion project born from a love of cycling. This "down-to-earth" vibe is a key differentiator.

Social Perception

Positive, perceived as a natural extension of Giorgio Coppola's YouTube channel, fostering a sense of belonging and loyalty among early adopters due to direct engagement and a 'for us, by us' approach.

Copy Examples

• •Fuel your ride with the same fire that started it all. Our Rocket Collection is here to help you blast past your limits. #RideWithRazzo
• •Engineered for speed and designed with passion. The Razzo Race Jersey isn't just a piece of kit; it's a statement. Be bold, be fast, be part of the Razzo family.
• •Ready for Liftoff? New Gear Has Landed.
• •From our passion project to your new favorite gear. Welcome to Razzo. Train, race, and ride in style.
• •Join the Razzo community. We're more than just a brand; we're a peloton of riders who love the sport. Shop the collection and find your new favorite kit.