Brand Tone

Passionate & Enthusiastic, Eco-Conscious & Responsible, Functional & Performance-Oriented, Community-Focused & Authentic, Approachable & Slightly Casual

Brand Values

• •Sustainability
• •Fairness
• •Quality & Durability
• •Passion for Cycling
• •Functionality & Performance
• •European Craftsmanship
• •Love for Nature

Best Practices

• •Deeply Understand & Embody Core Values: Ensure all content creators know that sustainability, quality, passion for cycling, and European craftsmanship are the pillars. This understanding should infuse every piece of communication.
• •Speak the Cyclist's Language: Use terminology and address pain points that resonate with different cycling disciplines (MTB, gravel, road), but always with an undercurrent of shared passion and respect for nature.
• •Prioritize Transparency & Authenticity: Be open about sustainable practices, materials sourcing, and production processes. Share the founder's story and the "why" behind the brand. Avoid greenwashing by backing up claims with facts.
• •Show, Don't Just Tell, the Performance: Use high-quality visuals of gear in action across diverse terrains and weather conditions. Highlight functional details and how they benefit the rider.
• •Maintain an Enthusiastic & Encouraging Voice: Whether it's a product description, a social media post, or customer service interaction, the tone should reflect a genuine love for cycling and a commitment to helping customers enjoy their rides while being mindful of the environment.

Social Perception

Positive for Sustainability, High-Quality European Gear, Niche but Respected, Authentic and Rider-Focused

Copy Examples

• •Headline: Ride with Purpose. Wear the Change. Body: Your adventures deserve gear that respects the trails you explore. Our latest collection, crafted from recycled ocean waste and performance Merino, is here to prove that sustainability and peak performance go hand-in-hand. Gear up, ride clean, and leave a positive track. #Triple2Cycling #SustainablePerformance
• •Headline: Built for the Ride. Kind to the Planet. Body: From sun-drenched gravel paths to challenging mountain ascents, Triple2 equips you with apparel that works as hard as you do – without costing the Earth. 100% European made, because how it's made matters as much as how it performs. Discover the difference. #RideGreen #Triple2
• •Headline: More Miles, Less Waste. That's the Triple2 Way. Body: We believe in gear that lasts. That’s why we offer a repair service and use the toughest, eco-friendly materials. So you can focus on the joy of the ride, season after season. Explore nature, knowing your kit is made to protect it. #DurabilityFirst #EcoCycling
• •Headline: Feel the Freedom, Not Your Gear. Body: Passionately designed by cyclists, for cyclists. Our apparel combines innovative, sustainable fabrics with an ergonomic fit, so you can chase horizons in total comfort. Experience the soul of cycling with Triple2. #TwoWheelsMoveYourSoul #CyclingApparel
• •Headline: Your Ride, Our Responsibility. Body: We're on a mission to create the most environmentally friendly cycling apparel out there. Using recycled materials, ethical European production, and a whole lot of passion, we’re pedaling towards a greener future. Join the movement. #FairWear #SustainableCycling