Brand Tone

Adventurous and Passionate, Community-Focused and Inclusive, Authentic and Down-to-Earth, Rebellious and Free-Spirited, Slightly Edgy but Fun-Loving

Brand Values

• •Quality and Durability
• •Passion
• •Community and Camaraderie
• •Supporting Talent
• •Authenticity and Doing Things Right
• •Living Life to the Fullest
• •Creativity and Attention to Detail

Best Practices

• •Embrace the "Uggly" Edge: Don't shy away from a slightly rebellious, confident, and authentic voice. Use language that reflects a passion for adventure and a down-to-earth attitude.
• •Speak to the Community: Use inclusive language ("we," "us," "our," "the Uggly Bunch"). Foster a sense of belonging and shared passion for the "All-Things-Fuel" lifestyle.
• •Highlight Core Values: Weave in mentions of quality, durability, passion, support for talent, and the joy of living an adventurous life. Let these principles shine through your messaging.
• •Use Authentic, Energetic Language: Opt for vivid, action-oriented verbs and a conversational style. Avoid overly corporate or bland descriptions. Think "grit," "roar," "chase," "fuel."
• •Stay True to the Motorcycle Roots (but be inclusive): While motorcycles are central, remember the brand also supports talent "be it on two wheels or not." The copy should resonate with anyone who embraces an "adrenaline fuelled lifestyle" and appreciates well-made gear.

Social Perception

A genuine lifestyle brand for motorsport enthusiasts, Provider of high-quality, stylish apparel, Community-centric, Supportive of the racing scene, Cool and Edgy

Copy Examples

• •Headline: Fuel Your Soul. Gear Up With Uggly and Co. Body: Life’s too short for boring. Our threads are built tough for the ride, the race, and whatever adventure you’re chasing next. Join the Uggly Bunch – where passion meets the pavement.
• •Headline: More Than Just Clothes. It's A Lifestyle. Body: Uggly and Co was born from grit, grease, and a love for all things fuel. We craft quality gear for a community that lives loud and rides hard. This isn't just apparel; it's your second skin.
• •Headline: Built For The Bold. Worn By The Fearless. Body: From the workshop to the open road, Uggly and Co stands for quality, camaraderie, and the thrill of the chase. We’re not just making clothes; we’re outfitting a movement. Every stitch tells a story of adventure.
• •Headline: Uggly By Name. Uncompromising By Nature. Body: We believe in the power of passion and the beauty of the unconventional. Our gear is designed for those who aren't afraid to stand out and live by their own rules. High-quality, hard-working, and undeniably Uggly.
• •Headline: Join The Uggly & Co Crew: Where Adrenaline Meets Style. Body: It’s about the shared roar of engines, the unity in adventure, and clothes that can keep up. We’re a family bound by fuel, supporting the next generation of talent. Wear your passion.