Brand Tone

Authoritative, aspirational, premium, expert, passionate, authentic, and community-oriented, reflecting a dedication to performance cycling and high-quality, curated products. It should convey a sense of expertise and enthusiasm, while also embracing its 'rider-owned' and independent identity.

Brand Values

• •Quality and Performance
• •Expertise and Knowledge
• •Curation and Exclusivity
• •Passion for Cycling
• •Independence
• •Aspirational Customer Experience
• •Modernity and Innovation

Best Practices

• •Prioritize Technical Clarity and Precision: Ensure product descriptions are accurate, detailed, and use appropriate cycling terminology to reinforce expertise and build trust with a knowledgeable audience.
• •Incorporate Aspirational and Emotional Language: Connect products to the ultimate cycling experience, using words that evoke desire, performance, and the lifestyle associated with high-end cycling.
• •Maintain 'Rider-Owned' Authenticity: Leverage the 'rider-owned' aspect through first-person perspectives or language that resonates with fellow cyclists, fostering community and genuine passion.
• •Ensure Visual-Textual Coherence: Copy should always complement the high-quality visual content on the website and social media, matching the premium, sleek, and performance-oriented aesthetic.
• •Train Customer Service Teams on Brand Voice: Ensure all customer service communications, especially during challenging situations, reflect empathy, transparency, and a problem-solving approach, aligning with aspirational values rather than appearing defensive.

Social Perception

CCACHE is generally perceived as a source for high-quality, premium cycling products with a knowledgeable team. While in-store experiences and smaller online purchases often receive high satisfaction, the brand faces challenges with inconsistent online customer service and logistics, particularly regarding stock accuracy and communication on shipping delays, leading to some negative reviews.

Copy Examples

• •Unleash your potential. The new Vittoria Corsa PRO Limited Edition Tubeless Road Tyre delivers unmatched grip and speed, engineered for the demands of the modern racer. Experience the pinnacle of road cycling performance.
• •Elevate your ride, redefine your style. CCACHE proudly presents the latest collection from Pas Normal Studios. Discover precision-engineered apparel where performance meets sartorial excellence. Explore now.
• •More than just gear. It's the pursuit of perfection, the thrill of the ride, and the confidence that comes with equipment you can trust. Since 2017, CCACHE has been Australia's hub for discerning cyclists, rider-owned and performance-driven.
• •Your dream build, closer than ever. Enjoy fast, reliable shipping across Australia, and now, US shipping is back! Get the premium components you need, delivered straight to your door. Duties & taxes not included for US orders, payable on arrival.
• •What's your ultimate gravel adventure? Panaracer GravelKing X1+ tyres are built to conquer any terrain, offering durability and speed. Share your favorite trail and gear setup below!