Brand Tone

Professional, Technical, and Assuring

Brand Values

• •Safety First
• •Quality Craftsmanship
• •Customer-Centricity & Customization

Best Practices

• •Lead with Safety and Performance: Always frame the product's features in terms of how they benefit the rider's safety and on-track performance. Instead of 'It has sliders,' write 'Equipped with replaceable TPU sliders for enhanced impact absorption and slide protection.'
• •Use Precise, Technical Language: Maintain credibility by using correct, industry-standard terminology for materials, armor, and construction techniques. This shows you understand your product and your customer's needs.
• •Maintain a Professional Tone: Avoid overly casual language, emojis, or slang. The copy should reflect the seriousness of the sport and the importance of the equipment. The voice should be that of an expert engineer, not a casual friend.
• •Emphasize Craftsmanship and Quality: Consistently use words like 'premium,' 'hand-crafted,' 'top-grain,' 'expert,' and 'precision' to reinforce the high quality of the products. Tell the story of how the gear is made.
• •Focus on Customization and Service: Highlight the 'custom-made' aspect in your copy. Use phrases like 'Tailored to your exact measurements,' 'Personalized fit for optimal safety,' and 'Direct consultation available' to stress the customer-centric approach.

Social Perception

Niche and Undefined

Copy Examples

• •Engineered for the Apex: Your Custom-Made Racing Suit.
• •Confidence in every corner. Our FIM-homologation ready leather suits are crafted from premium kangaroo leather with CE Level 2 protectors for unmatched safety and performance. Built for racers, by craftsmen. Order your custom fit today.
• •Inside Look: The Craftsmanship of Your RUBY RACING Gear
• •At RUBY RACING, our mission is singular: to provide racers with the highest standard of protection without compromise. We combine decades of leatherwork expertise with modern safety technology to build gear that performs under the most demanding conditions.
• •Reinforced with high-tenacity aramidic fiber at all critical impact zones for superior abrasion and tear resistance.