Brand Tone

Authentic & Passionate, Quality-Conscious & Detail-Oriented, Understated & Confident, Community-Oriented & Approachable, Durable & Reliable

Brand Values

• •Quality & Craftsmanship
• •Functionality & Simplicity
• •Durability & Longevity
• •Authenticity
• •Community
• •Sustainability
• •Made in USA (for many products)

Best Practices

• •Speak from Experience: Root your copy in genuine cycling insights and experiences. Use language that resonates with passionate cyclists.
• •Focus on 'Show, Don't Just Tell': Instead of saying 'it's high quality,' describe the specific materials, design choices, or testing that makes it so (e.g., 'Crafted from 500D Cordura for weather resistance').
• •Embrace Understated Confidence: Let the product's features and the brand's lifetime guarantee speak for themselves. Avoid overly boastful or aggressive sales language. The tone is more about quiet capability.
• •Highlight Practical Benefits: Clearly communicate how the product solves a problem or enhances the cycling experience. Focus on simplicity and functionality.
• •Maintain Authenticity and Transparency: Be open about being a small team or community-funded if it aligns with specific messaging. Ensure that claims about materials, origin (like 'Made in USA'), and durability are accurate and consistent.

Social Perception

A Hidden Gem, High-Quality & Reliable, Innovative & Practical, Stylish & Understated, Trustworthy, Supportive of Local/Domestic Production

Copy Examples

• •Born on the trail, built for the journey. Our Stache Handlebar Bag isn't about frills; it's about smart, durable storage for your essentials. Ride further, ride prepared. #SnekCycling #BuiltToLast
• •The only tee you'll need, on or off the bike. The Dry Creek Merino Pocket Tee: simple style, serious performance. Experience the difference quality materials make. #SlickAndNeat #CyclingApparel
• •More than just a lever. It’s your ride-saver. The Lifeboat Tire Lever integrates a valve core remover and a bottle opener because every detail matters. Engineered for reliability, guaranteed for life. #SnekLifeboat #CyclingTools
• •We're a small team, driven by countless miles and a passion for creating cycling gear that just works. No hype, just high-quality, thoughtfully designed goods you can count on. That's the Snēk way. #AuthenticCycling #CommunityFunded
• •Crafted with care, right here in the USA. Snēk gear is an investment in enduring quality and countless adventures. Because your ride deserves the best. #MadeInUSA #CyclingGear #DurableByDesign