Brand Tone

Aspirational & Pragmatic

Brand Values

• •Curated Selection
• •Quality & Durability
• •Functional Design
• •Modern Aesthetics
• •Urban & Adventurous Spirit

Best Practices

• •Lead with a Benefit, Support with a Feature: Start with what the product does for the customer (e.g., 'Keeps you organized on the go'). Then, explain how it does it (e.g., 'with three internal dividers and a padded laptop sleeve').
• •Use Precise, Quality-Focused Language: Incorporate terms that convey durability and quality. Words like 'Constructed,' 'Engineered,' 'Weatherproof,' 'Ripstop,' 'Anodized Aluminum,' and 'Full-Grain Leather' reinforce the brand's values.
• •Maintain a Confident, Understated Tone: The copy should be confident but not arrogant. Avoid excessive hype or exclamation points. The quality of the product should be the hero, not exaggerated claims. Let the craftsmanship speak for itself.
• •Bridge Style and Function in Every Message: Always connect the aesthetic appeal with the practical application. A bag isn't just 'stylish'; it's 'a sleek silhouette with a purpose-built laptop compartment.' This speaks to both the aspirational and pragmatic sides of the customer.
• •Speak to the 'Why,' Not Just the 'What': Instead of just listing products, frame them within the brand's philosophy. The customer isn't just buying a backpack; they're buying into a lifestyle of thoughtful consumption, adventure, and intentional living. Use copy to tell this larger story.

Social Perception

A Destination for "In-the-Know" Consumers, Trustworthy & Quality-Focused, Stylish and Contemporary

Copy Examples

• •Engineered for the city. Built for the journey. Meet the new [Brand Name] Pro-Series messenger. Constructed from weatherproof Cordura® fabric and secured with anodized aluminum hardware. Every detail is designed for seamless access and total protection. Your mobile office, redefined. #BackpackParis #UrbanGear #FunctionalDesign
• •The Pursuit of Better Gear. Our new collection is here. A curated selection of durable goods designed to elevate your everyday. Shop now.
• •Don't let the forecast dictate your day. The [Product Name] is a lightweight, fully waterproof shell that offers uncompromising protection without the bulk. Its minimalist design features three discreet pockets, articulated sleeves for unrestricted movement, and a packable construction. It's the one jacket you'll always want with you. Essential gear for the modern explorer.
• •Stop Replacing. Start Investing. Tired of gear that doesn't last the trip? At Backpack, we curate products built with purpose and superior materials. From daily commutes to global adventures, discover equipment that works as hard as you do. Visit our store in Le Marais or shop the collection online. Call to Action: Discover a Better Carry
• •New Arrivals: Gear That's Built to Last.