Brand Tone

Sophisticated & Cultured, Passionate & Evocative, Authoritative & In-depth, Artistic & Aspirational, Respectful & Reverent

Brand Values

• •Passion for Cycling
• •Quality & Craftsmanship
• •Storytelling
• •Authenticity
• •Aesthetics & Beauty
• •Exclusivity & Discerning Taste

Best Practices

• •Embrace Evocative Language: Use rich, descriptive words that paint a picture and appeal to the emotions associated with cycling (e.g., "epic," "gruelling," "grace," "timeless," "unyielding").
• •Focus on Storytelling: Even in short copy, frame the message around a narrative or a compelling human element rather than just stating facts.
• •Maintain Visual-Verbal Synergy: Ensure that the copy complements and enhances the high-quality, often artistic, imagery that is central to the Rouleur brand.
• •Speak to the "Why": Connect with the audience's deep passion for cycling. Address not just what happens, but why it matters, why it's beautiful, and why it's an integral part of their lives.
• •Uphold a Standard of Excellence: Ensure all copy is well-written, grammatically impeccable, and reflects the intelligence and discerning taste of the Rouleur audience. Avoid clichés unless used in a fresh, knowing way.

Social Perception

Rouleur is perceived as a prestigious, high-end publication and brand for dedicated cycling enthusiasts. It is seen as an authoritative voice that offers a more profound and cultured perspective on cycling than mainstream sports media. Customers and the public generally view Rouleur as a mark of quality and a source of beautiful, engaging content – both written and visual. It appeals to cyclists who are interested not just in speeds and feeds, but in the stories, personalities, history, and artistry of the sport. The brand carries an air of exclusivity and is often considered a "connoisseur's choice."

Copy Examples

• •Magazine Subscription Ad: "Beyond the peloton. Deeper than the climb. Rouleur captures the soul of cycling. Subscribe for unparalleled stories and photography that celebrate the enduring spirit of the sport."
• •Social Media Post (Image of a classic cycling race): "Echoes of giants. Every revolution of the pedal writes history. Rouleur delves into the moments that define cycling's rich tapestry. Discover more in our latest issue."
• •Product Description (for a Rouleur branded jersey): "Crafted for the ride, inspired by legends. The Rouleur Classic Jersey embodies the elegance and endurance of cycling's golden era. Wear the passion."
• •Website Banner for a Feature Article: "The Unseen Battle: Inside the meticulous preparation and quiet determination that fuels a champion. Rouleur brings you closer to the heart of the race."
• •Email Subject Line for New Issue Release: "Rouleur Issue [Number]: Grit, Glory, and the Art of the Chase."