Brand Tone

Encouraging and Empowering, Friendly and Approachable, Playful and Modern, Caring and Responsible, Informative and Helpful

Brand Values

• •Courage and Self-Confidence
• •Quality and Durability
• •Ergonomics and Health
• •Originality and Design
• •Functionality and Practicality
• •Sustainability
• •Customer Focus
• •Social Responsibility

Best Practices

• •Always Circle Back to "Grow with Courage": Ensure that the underlying message of empowerment, confidence, and bravery is woven into various types of content, whether it's a product description, social media post, or blog article. Use aspirational and encouraging language.
• •Speak to Both Parents and Children (Appropriately): While parents are the primary purchasers, the product is for the child. Use language that resonates with parents' concerns (safety, health, quality, durability) while also incorporating elements that appeal to children (fun, style, coolness, adventure).
• •Highlight Key Values Consistently: Regularly reinforce brand values such as ergonomic design, quality craftsmanship, original Czech design, and sustainability in your copy. Don't assume the audience knows; remind them subtly.
• •Maintain a Friendly and Positive Voice: Even when addressing practical aspects like product features or care instructions, keep the tone approachable, optimistic, and supportive. Use clear, simple language that is easy to understand.
• •Be Visually and Verbally Cohesive: Ensure the copywriting style aligns with the brand's visual identity (colorful, modern, playful). Use similar adjectives and phrasing across all platforms to build a strong, recognizable brand voice. For example, if visuals are vibrant, the copy should also feel energetic and positive.

Social Perception

High-Quality and Reliable, Stylish and Desirable, Trustworthy for Child's Health, Good Value Despite Higher Price Point, Responsive and Customer-Oriented, Innovative Czech Brand

Copy Examples

• •Ready for Big Adventures? Our Backpacks Are! School days are full of discovery, and BAAGL is here to support every step. With ergonomic designs for healthy backs and bold styles for brave hearts, let's grow with courage together! #BAAGL #GrowWithCourage #SchoolReady
• •More Than Just a Bag – It's a Confidence Booster! Watch them shine! BAAGL bags are designed to be lightweight, super comfy, and cool enough to make them feel like they can take on the world. Original designs for unique personalities. Explore the new collection! #BeBAAGL #KidsStyle #ConfidentKids
• •Packed with Fun, Built for Growth! From the first day of school to everyday explorations, our backpacks are thoughtfully crafted for comfort, durability, and a whole lot of fun. Because growing up should always be an adventure. #BAAGLAdventures #HealthyBacksHappyKids #CzechDesign
• •Little Details, Big Smiles. That’s the BAAGL Way. We believe in quality you can see and feel. From smart organizational pockets to vibrant, kid-approved designs and materials that care for our planet, every BAAGL product is made with love and a dash of courage. #BAAGLCares #SchoolEssentials #SustainableStyle
• •Is Your Little One Ready to Roar? Unleash their inner brave with our latest collection! Perfect for preschoolers and first-graders, our ergonomic bags provide the support they need and the styles they’ll love. Let's make every school day a courageous journey. #FirstDayFearless #BAAGLPreschool #ErgonomicDesign