Brand Tone

passionate, authentic, community-oriented, encouraging, inspiring, with a certain "crustiness" or raw, unfiltered quality

Brand Values

• •Sustainability
• •Craftsmanship and Skill-Sharing
• •Nostalgia and Authenticity
• •Community
• •Affordability and Accessibility

Best Practices

• •Embrace the "Crusty": Don't over-polish the language. Use authentic, workshop-centric terms. Phrases like "tear down," "grease-stained," and "wrenching" are more on-brand than "expertly serviced" or "premium restoration."
• •Tell the Story: Every bike has a history. Focus on the narrative of rescue, transformation, and the new life the bike will have. The copy should feel like it's sharing a personal journey.
• •Champion the Community: Use inclusive language like "we," "us," and "our community." Encourage user-generated content by asking followers to share their own #saveoldbikes projects.
• •Focus on the 'Why' not just the 'What': The motivation behind saving old bikes (sustainability, craftsmanship, soul) is more compelling than the technical specifications alone. Lead with the passion, follow with the details.
• •Stay Humble and Authentic: The brand's strength is its grassroots feel. The voice should be that of a fellow enthusiast, not a corporate salesperson. Admit to challenges and imperfections in the restoration process; it adds to the charm and relatability.

Social Perception

highly positive, seen as a grassroots movement and a badge of honor for those who appreciate restoration, a proponent of a meaningful cause, a community hub for "doers" who value authenticity over hype.

Copy Examples

• •More soul than carbon. More stories than miles. Wear the code. Save Old Bikes.
• •Some see rust. We see a story waiting to be told. The next chapter starts in our workshop. #saveoldbikes #bikerescue #frameoff
• •This one was headed for the scrap heap. We had other plans. Follow along as we tear down this forgotten classic and give it a second chance to shred. It's crusty, it's greasy, it's what we do. #2ndlifebikes #bikereatoration
• •Dents and scratches are just character lines. Save Old Bikes.
• •We believe a bike's life doesn't end when the paint fades or the parts get worn. It's the beginning of a new story. saveoldbikes isn't just a brand; it's a movement. A community of builders, tinkerers, and riders who see beauty in the forgotten. From our workshop to yours, we're here to celebrate the bikes with soul. Join us.