Brand Tone

Aspirational, Mindful, and Chic

Brand Values

• •Self-Discovery
• •Aesthetic & Design
• •Sustainability
• •Quality and Ambition
• •Community

Best Practices

• •Lead with the 'Why': Always connect the product back to the core value of self-discovery. Instead of saying 'Our suitcase has 360-degree wheels,' say 'Effortless wheels for wherever your journey of self-discovery takes you.'
• •Use Evocative, Sensory Language: Employ words that evoke feelings of inspiration, calmness, and elegance. Use terms like 'thoughtful,' 'serene,' 'timeless,' 'discover,' and 'encounter.'
• •Maintain a Minimalist Voice: Keep sentences clear, concise, and intentional. Avoid loud, overly promotional language. The copy should feel as clean and uncluttered as the product designs.
• •Incorporate the Community: Regularly use and encourage the `#findyouraww` hashtag. Feature customer stories and photos (with permission) to make the brand message a shared experience, not just a corporate broadcast.
• •Weave in All Brand Values: Ensure that the values of design, sustainability, and quality are present across all communications. Mentioning the recycled materials, the design inspiration, or the durability of the products reinforces the brand's holistic identity.

Social Perception

Currently, Aww appears to be perceived as a niche, premium lifestyle brand rather than a mass-market luggage company. The perception is largely controlled and shaped by the company's own marketing efforts due to its relatively new or undiscovered status in broader online discussions. The audience likely consists of design-conscious consumers who are drawn to the brand's story and minimalist aesthetic. They are probably willing to invest in products that align with their personal identity and values. The lack of extensive third-party reviews means that potential customers' trust is built on the professionalism of the website and the quality of its social media presence.

Copy Examples

• •The journey inward begins with a step outward. Our luggage isn't just for carrying your things; it's for carrying you to the person you're yet to meet. Where will you find yourself next? #findyouraww
• •Designed for the thoughtful traveler. The city explorer. The weekend wanderer. Carry less, discover more. The new Aww Backpack is here.
• •Travel with purpose. Our new line of accessories uses recycled materials, because exploring the world means protecting it, too. Discover the Green Travel collection. #findyouraww
• •For us, a journey is more than a destination. It's a story, a feeling, a change in perspective. Read the latest from our community on why they travel, and get inspired for your next chapter. #findyouraww
• •Effortless style for spontaneous adventures. Inspired by mornings spent in Parisian cafes, this carry-on combines timeless design with modern function. Lightweight, durable, and designed to move with you. Your exciting journey awaits.