Brand Tone

Joyful and Passionate, Friendly and Inclusive, Stylish and Elegant, Practical and Reassuring

Brand Values

• •Joy of Cycling
• •Accessibility and Inclusivity
• •Quality and Italian Design
• •Sustainability and Well-being
• •Heritage and Innovation
• •Customer Focus

Best Practices

• •Embrace "La bici è bella" (The bike is beautiful) & Joy: Consistently weave in the core concept of joy, beauty, and freedom that cycling with a Brera bike brings. Use vibrant, positive, and uplifting language.
• •Highlight Italian Style and Quality: Subtly remind the audience of the brand's Italian heritage, Milanese design inspiration, and commitment to quality in materials and craftsmanship.
• •Speak Inclusively: Address a wide audience. Whether it's a child getting their first bike, a daily commuter, or a weekend adventurer, the copy should feel welcoming and relevant to their needs and aspirations.
• •Balance Emotion with Practicality: While emphasizing the joy and style, also provide clear, concise information about the practical benefits – be it the range of an e-bike, the comfort of an urban cruiser, or the safety features of a kids' bike.
• •Maintain Visual and Verbal Harmony: Ensure that the tone of the copy aligns with the visual aesthetics of the brand (as seen on their website and social media). The language should be as elegant, vibrant, and inviting as their bicycle designs. Images and videos should reinforce the joyful, stylish, and inclusive messaging.

Social Perception

Positive and Appreciative, Reliable and Value-Oriented, Modern and Stylish, Community-Oriented, Growing Recognition

Copy Examples

• •Headline: Rediscover Your City. Rediscover Joy. Brera Cicli – La bici è bella. Body: Tired of traffic? Longing for a breath of fresh air? Our Urban collection combines Milanese style with everyday practicality, turning your commute into a daily dose of happiness. Ride Brera. Live beautifully.
• •Headline: Adventure Awaits. For Every Generation. Body: From their first wobbly rides to family explorations, Brera Cicli is there for every milestone. Our Kids and Teen bikes are built for safety, fun, and a lifetime of memories. Share the joy of cycling.
• •Headline: Power Your Journey. Sustain Your World. Body: Experience the future of urban mobility with Brera E-bikes. Effortless cruising, Italian design, and zero emissions. It’s not just a ride; it’s a smarter, greener way to live. Feel the freedom, protect your planet.
• •Headline: Italian Elegance. Unmistakable Freedom. Body: Brera Cicli: where over 70 years of cycling heritage meets contemporary design. Each bike is a testament to our passion for quality and the pure, unadulterated joy of the ride. Your forever companion awaits.
• •Headline: Worry Less, Ride More. With Brera Theft Protection. Body: We believe the only thing you should focus on is the road ahead and the smile on your face. That’s why select new Brera bikes come with complimentary theft protection. Ride with peace of mind. Ride with joy.