Brand Tone

Authentic, Community-Focused, and Edgy.

Brand Values

• •Integrity
• •Community
• •Safety
• •Passion

Best Practices

• •Speak from Experience: Always write from the perspective of a passionate rider. Use authentic language and reference shared experiences like long rides, safety concerns, and the feeling of freedom on the road.
• •Prioritize Community: Frame customers as members of a community or club. Use inclusive language like "we," "us," and "fellow riders" to foster a sense of belonging.
• •Balance Edge with Responsibility: Maintain the "edgy" vibe with the Skully mascot and bold slogans, but always ground it in the core value of safety. This creates a unique brand position of a "responsible rebel."
• •Be Direct and Transparent: Whether discussing product features or brand values, communicate in a straightforward, no-nonsense manner. This builds trust, especially when explaining their commitment to honest reviews and selective sponsorships.
• •Infuse Passion into Every Message: Every piece of copy, from a product description to a social media post, should convey a genuine love for motorcycling. This passion is the brand's most authentic asset and will resonate deeply with the target audience.

Social Perception

Positive and Respected. The brand is perceived as a credible and valuable resource within the Singaporean motorcycle scene, viewed as authentic riders creating for other riders, building high levels of trust and loyalty.

Copy Examples

• •Safety is swag. Our 'P-Mode On!' tee is for the rider who knows that being cautious doesn't mean being slow. Made from high-grade cotton for a relaxed fit that's perfect on or off the bike. Ride with attitude, ride with TRI333PLE. #tri333ple #motorcyclesafety #streetwear
• •Stop planning, start riding. Our guided tours are built for real bikers, by real bikers. We handle the route so you can focus on the ride, the camaraderie, and the adventure. Ready for an unforgettable journey? Spaces are limited. Find out more and book your spot. #tri333ple #motorcycletour #togetherweride
• •Smooth, silky, and built for the ride. Our premium Lycra headbuff feels like a second skin under your helmet, keeping you comfortable on long journeys. Featuring our iconic Skully logo, it's a subtle nod to the community that rides with integrity. Because true riders know what's up. #headbuff #motorcyclegear
• •New Gear Has Dropped. Ride With Us.
• •It's more than a brand. It's a community. It's a commitment to the ride. #tri333ple #bikerlife #singapore