Brand Tone

Approachable, Empowering, and Chic

Brand Values

• •Affordable Luxury
• •Originality and Quality
• •Customer-Centricity
• •Functionality and Style
• •Ethical Practices

Best Practices

• •Lead with "You": Frame copy around the customer's needs, feelings, and life. Instead of "Our bag has three compartments," write "Organize your life with three smart compartments." It makes the message personal and empowering.
• •Use Empowering Adjectives: Consistently use words like "effortless," "confident," "stylish," "chic," and "versatile." This reinforces the brand's core identity and the feeling customers should have when using the products.
• •Highlight Practical Glamour: Always connect style with function. A bag isn't just "pretty"; it's "pretty and practical." Mention specific features like "water-repellent," "spacious interior," or "secure zip compartment" to ground the chic aesthetic in real-world usability.
• •Foster Community in Communication: Actively encourage and feature user-generated content. Use phrases like "Join the BELLA family," "Show us your style," and respond to comments and messages with a warm, friendly, and helpful tone.
• •Maintain Visual and Textual Consistency: Ensure the clean, modern, and feminine aesthetic of the photos is matched by the copy. The language should be uncluttered, positive, and polished, just like the brand's visual identity. Avoid overly complex jargon or a tone that feels disconnected from the visuals.

Social Perception

BELLA by emma is perceived as a reliable, stylish local Singaporean brand that delivers on its promises of quality, style, and affordability. Customers appreciate its practicality and often become repeat buyers, fostering a strong foundation of trust within its target market.

Copy Examples

• •Your new every day essential has arrived. ✨ Meet the Metro Collection—designed for the woman on the go. Sleek, stylish, and with a space for everything, it's the effortless upgrade your wardrobe has been waiting for. Tap to shop and conquer your day in style.
• •Don't choose between function and fashion. Our handcrafted vegan leather bags are designed for your busy life. With smart compartments and timeless style, you're always prepared and always chic. Discover your perfect partner in style. Free SG shipping.
• •A Little Treat Just For You ✨ (Up to 30% Off!) Hi [Name], we believe every day is a reason to celebrate yourself. As a special thank you for being part of our community, enjoy up to 30% off our most-loved styles. Find that perfect bag you've been dreaming of. Happy shopping!
• •We LOVE seeing you with your new favorite accessories! 🥰 Your confidence is our biggest inspiration. Tag us @shopbellabyemma to be featured next! #BellaByEmma #SGFashion #StyleInspo
• •Meet your new go-everywhere companion. The Everyday Cloud Tote is crafted from premium, water-repellent vegan leather, making it as durable as it is beautiful. Deceptively spacious, its thoughtfully designed interior keeps your essentials organized, while the lightweight construction ensures you can carry it all in comfort. Whether you're heading to the office or a weekend brunch, this tote adds a touch of effortless elegance to any look.