Brand Tone

Aspirational, technical, and performance-driven, confident, and innovative, emphasizing technical excellence and practical benefits.

Brand Values

• •Performance & Innovation
• •Quality & Durability
• •Safety & Protection
• •Comfort & Convenience
• •Adventure

Best Practices

• •Lead with Performance: Always connect features to a direct performance benefit. Instead of just "photochromic lenses," use "Lenses that adapt instantly, so you never lose focus."
• •Use Aspirational & Active Language: Employ strong, active verbs that evoke a sense of adventure and achievement. Words like "conquer," "unleash," "elevate," and "revolutionize" align perfectly with the brand's tone.
• •Emphasize Technical Credibility: Casually but consistently mention key technical features like "impact-resistant polycarbonate," "Australian-designed," and "tailored prescription options" to reinforce quality and expertise.
• •Maintain a Confident and Expert Tone: Write as the authority in cycling eyewear. The copy should be declarative and self-assured, guiding the customer toward a superior choice.
• •Ground the Adventure in Australia: Reference the brand's Australian origins where appropriate. This creates a unique identity and connects the product to a landscape known for its challenging and diverse cycling conditions.

Social Perception

Primarily shaped by parent companies (EyeSports, Cycling Glasses Australia) as a premium, specialized, high-quality product for serious cyclists. Positioned as an innovator in cycling eyewear, though broader public perception is still developing due to its newness.

Copy Examples

• •Uncompromised Vision. Unmatched Performance. XplorRx® adapts to every light, every trail, every challenge. Conquer your ride.
• •From the sun-drenched coast to the rugged Otways trails where they were born. XplorRx® photochromic lenses transition seamlessly so you can focus on the journey ahead. #XplorRx #CyclingAustralia #RideWithoutLimits
• •Engineered for the dedicated cyclist, the XplorRx® Foxtail model combines a lightweight, durable frame with impact-resistant polycarbonate lenses. Its near-invisible bifocal readers ensure you never miss a cue on your bike computer, while the adjustable temple tips provide a secure, no-slip fit, even on the most demanding descents.
• •See The Road Ahead. Clearly. XplorRx® offers tailored prescription lenses, giving you the ultimate clarity and protection to elevate your performance.
• •Don't Let Glare End Your Ride. Discover XplorRx® - The Future of Cycling Eyewear.