Brand Tone

Adventurous, Authentic, Enthusiastic & Passionate, Friendly & Inclusive, Slightly Edgy & Independent, Nostalgic/Vintage-Inspired

Brand Values

• •Adventure & Exploration
• •Community
• •Quality & Durability
• •Authenticity & Passion
• •Freedom & Independence
• •Self-Expression

Best Practices

• •Use terminology and slang common within the motorcycle and adventure community but ensure it remains accessible.
• •Connect products to the experience and emotion of riding and adventure, not just features. Emphasize freedom, community, and the thrill of exploration.
• •Share customer stories, behind-the-scenes content, and narratives about rides or product inspiration to build authenticity and connection.
• •Ensure the adventurous, rugged, and slightly vintage feel of the visuals is mirrored in the copy. The words should evoke the same feelings as the images.
• •Let genuine enthusiasm for the lifestyle shine through. Avoid overly corporate or generic marketing speak. Engage with the community directly and respond in a tone that reflects the brand's friendly and enthusiastic nature.

Social Perception

A genuine and passionate brand run by people who live the lifestyle they promote. A provider of cool, quality gear that resonates with motorcycle and adventure enthusiasts. A community hub that understands and celebrates their interests. Authentic and relatable, rather than a faceless corporation. A source of inspiration for adventure and embracing the open road. Customers see themselves as part of the "ZigZag tribe" and appreciate the brand's commitment to the culture.

Copy Examples

• •Chart your own course. Our new [T-shirt Name] tee isn't just fabric and ink – it's a statement. Built for the long haul and inspired by the open road. Grab yours and answer the call of adventure.
• •Sun on your face, wind at your back, and endless miles ahead. That's the ZigZag way. What epic rides are you planning this weekend? Tag your adventure crew! #ZigZagSupply #RideFree #AdventureMore
• •Gear Up for Good Times: Your Next Adventure Starts Here.
• •Beyond the Pavement. Beyond the Ordinary. This is ZigZagSupply. Quality Gear for the Ride.
• •Some chase destinations, we chase the feeling. That unshakeable thrill of discovery, the hum of the engine, the camaraderie of the road. This week, we dive into [Topic] – because every journey has a story.