Brand Tone

Expert and Technical, Passionate and Enthusiastic, Problem-Solver, Innovative, Quality-Focused, Approachable and Helpful, Eco-Conscious

Brand Values

• •Innovation
• •Quality and Precision
• •Problem-Solving
• •Passion for Cycling
• •Attention to Detail (The Butterfly Effect)
• •Environmental Responsibility
• •Customer Support

Best Practices

• •Embrace the "Expert Cyclist" Persona: Write as if you're a knowledgeable fellow cyclist sharing valuable insights, not just a company selling products. Use precise technical terms where appropriate but explain them clearly.
• •Highlight the "Why": Connect every product feature back to a cyclist's need or a problem it solves. Explain the innovation and the benefit (the "butterfly effect" of that feature).
• •Maintain a Passionate yet Professional Voice: Let your enthusiasm for cycling and engineering excellence shine through, but always maintain accuracy and clarity. Avoid overly casual slang but don't be afraid to share the joy of cycling.
• •Be Solution-Oriented: Frame product descriptions around solving common cycling issues (e.g., "Tired of flats?", "Protect your investment," "Achieve perfect torque").
• •Champion Quality and Innovation (and now, Eco-Friendliness): Consistently reinforce the brand's commitment to high-quality materials, meticulous design, innovative solutions, and its growing range of environmentally conscious products. Use phrases that evoke precision, durability, and forward-thinking.

Social Perception

Reliable and Trustworthy, Innovative and Smart, Premium/High-End (but good value for quality), For the Serious Cyclist/Mechanic, Eco-Aware, Swiss/Italian Engineering Excellence

Copy Examples

• •For Caffélatex Sealant: "Stop punctures before they stop you. Our Caffélatex sealant, born from a passion for uninterrupted rides, foams to find and seal leaks fast. Ride further, worry less – it’s the butterfly effect in every bottle."
• •For Giustaforza Torque Wrench: "Precision is not a luxury, it's a necessity. The Giustaforza torque wrench: engineered by cyclists, for cyclists. Protect your high-end components with the accuracy they deserve. Small adjustments, monumental impact."
• •For Flowerpower Wax Lube: "Ride clean, ride green, ride fast. Flowerpower Wax, derived from sunflower seeds, delivers incredible drivetrain efficiency and durability without harming the planet. It’s high-performance lubrication, naturally."
• •For Shelter Frame Protection: "Your frame, shielded. Shelter protective film is your invisible armor against impacts and abrasions. Because every detail on your bike matters, especially its longevity. Ride hard, your frame is covered."
• •General Brand Ad: "At Effetto Mariposa, we believe tiny innovations create huge advantages. From our pioneering torque wrenches to our eco-friendly lubricants, every product is designed to solve problems and enhance your ride. Discover the difference attention to detail makes."