Brand Tone

Aspirational, Empowering, Sophisticated, Stylish, Passionate, Authentic, Community-Oriented, Supportive, Premium, and Quality-Focused.

Brand Values

• •Quality & Performance: Using the best materials and design for optimal cycling experience.
• •Style & Aesthetics: Believing that performance gear can and should be beautiful and make the wearer feel good.
• •Empowerment of Women: Designing specifically for female cyclists and celebrating their strength and passion.
• •Comfort: Ensuring apparel feels good on long rides.
• •Community: Building a supportive network of female cyclists.
• •Passion for Cycling: A genuine love for the sport underpinning the brand.

Best Practices

• •Speak to Her Ambition: Use language that inspires and reflects the achievements and aspirations of female cyclists (e.g., "conquer," "discover," "elevate," "unleash").
• •Balance Elegance and Performance: Weave together descriptive words that convey both the stylish nature of the apparel and its technical capabilities. Don't shy away from premium materials or design features, but explain their benefit in an accessible way.
• •Foster a Sense of Belonging: Use inclusive language ("we," "us," "your community") and encourage interaction. Highlight user stories and experiences.
• •Emphasize Empowered Comfort: Focus on how the design and materials contribute to not just physical comfort, but also the confidence and freedom that comes from well-fitting, high-performance gear.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy always aligns with the sophisticated, aspirational, and active imagery used across all platforms. The words should enhance the story the pictures tell.

Social Perception

Veleur is generally perceived as a high-quality, stylish, and desirable brand within the women's cycling community. Customers who invest in Veleur seem to appreciate the attention to detail, the female-specific fit, and the aesthetic appeal. It's seen as a premium offering, and the price is often acknowledged, but usually justified by the perceived quality and design. The brand is viewed as being genuinely focused on women, rather than just adapting men's designs. There's a positive association with the visual identity – it looks like a modern, aspirational cycling brand.

Copy Examples

• •Feel the Italian difference. Our [Jersey Name] isn't just a jersey; it's your second skin for conquering climbs and chasing horizons. Crafted for sublime comfort and effortless style, mile after mile.
• •Unleash the ride within. Veleur is more than apparel – it's the confidence to push your limits, the elegance to own your pace, and the community that cheers you on. Where will your Veleur take you today?
• •Your journey, our inspiration. Tag @veleur.sportswear and #VeleurWomen to share your rides. Join a sisterhood of cyclists who believe in the power of the pedal and the beauty of the open road.
• •Forget discomfort, focus on the feel of freedom. Our [Bib Short Name] with its ergonomic chamois and compressive fit is engineered for all-day adventures, so every ride is your best ride.
• •Born from a passion for the perfect ride and a desire for apparel that performs without compromise. Veleur blends sophisticated design with technical innovation, because every woman deserves to feel powerful and look graceful on her bike.