Brand Tone

passionate, educational, and encouraging

Brand Values

• •Sustainability and Anti-Waste
• •Passion and Craftsmanship
• •Education and Empowerment
• •Authenticity and Community
• •Niche Expertise

Best Practices

• •Lead with Passion, Follow with Education: Always start from a place of genuine love for vintage bikes. Frame every piece of content, whether a sales pitch or a tutorial, with the underlying message that these bikes are special and worth preserving.
• •Use Empowering and Inclusive Language: Employ phrases like "You've got this," "Let's figure this out together," and "No special tools needed for this one." Avoid jargon where possible or explain it clearly. This reinforces the value of empowerment and demystifies mechanics for beginners.
• •Tell the Story: Every bike has a history. Whenever possible, add a narrative element. Was it a family heirloom? A flea market find? This connects the product to a human story, aligning with the brand's value of cherishing unique histories.
• •Champion the "Repair, Don't Replace" Mentality: Make this philosophy a recurring theme. Use it as a hashtag and a call to action. This reinforces the core brand value of sustainability and positions the brand as a solution to consumer waste.
• •Maintain an Authentic, "In-the-Workshop" Voice: Write as if you are speaking to a friend in the workshop. Keep the tone conversational and approachable. This reflects the authenticity seen in their videos and builds a stronger, more personal brand identity. Share the small victories and even the frustrations of a difficult repair to show the real, human side of the craft.

Social Perception

trusted and passionate authority

Copy Examples

• •From forgotten garage relic to gleaming road legend. This 1970s Peugeot wasn't ready to retire, it was just waiting for a second chance. We believe every bike has more stories to tell. What forgotten classic is hiding in your garage? #VintageBike #BikeRestoration #PeugeotVintage #CycleCulture #RepairDontReplace
• •Don't just ride. Ride a piece of history. We rescue, restore, and rehome classic bicycles, giving them a new life on the road. Find your forever bike or learn how to care for the one you love. #VintageQueenBikeRepair
• •Is Your Old Bike's Derailleur a Mystery? Let's Solve It! Feeling intimidated by that tangle of gears? You're not alone! In this video, we break down the vintage derailleur, step-by-step. No jargon, no gatekeeping—just simple tricks to get your gears shifting smoothly. Your bike has a voice, it's time to learn its language. #BikeMechanics #DIYBikeRepair #VintageCycling
• •Tired of the same old carbon copies? Stand out with a bike that has soul. Our online shop features a curated collection of fully restored vintage bicycles and unique accessories for the discerning cyclist. Shipped from our workshop in Nice, France, to you. Ride with character. Shop now. #VintageBicycles #ClassicBike #HandRestored
• •That squeak isn't 'vintage charm,' it's a cry for help! 😅 Quick tip: A drop of lube on your chain can make your ride smoother and quieter. It's the little things that count! #BikeTip #BikeMaintenance #VintageQueen