Brand Tone

aspirational, relaxed, and culturally proud

Brand Values

• •Authenticity and Heritage
• •Quality Craftsmanship
• •Timelessness over Trends
• •Accessible Luxury
• •Purposeful Design

Best Practices

• •Always connect the brand and products back to Bermuda. Use phrases like "Designed in Bermuda," "Inspired by the island," and names of local places to reinforce the core brand identity.
• •Use descriptive, high-end language ("finest leather," "artisan-crafted," "timeless") but always ground it in real-world use ("for every occasion," "durable," "versatile").
• •Weave Patrice Morgan's journey, inspiration, and design education into the narrative. This adds a layer of authenticity and passion that differentiates the brand from larger, more impersonal companies.
• •Avoid language tied to fleeting seasons or fads. Instead, use words like "staple," "classic," "investment piece," and "heritage" to support the anti-fast fashion value.
• •Mirror the colourful products and island inspiration in your word choice. Use sensory language that evokes feelings of sun, vacation, relaxation, and confidence.

Social Perception

It is perceived as a unique, authentic local brand capturing the essence of Bermuda, praised for its explosive colors and statement-making accessories. The founder is seen as a passionate, skilled designer, reinforcing credibility. The brand is recognized for quality materials and craftsmanship, aligning with its 'accessible luxury' positioning, and is viewed as a stylish, high-quality souvenir for tourists and a source of pride for locals.

Copy Examples

• •Capture the colour of the sun, the sand, and the sea. Our Warwick Tote isn't just a bag; it's a piece of the island, designed in Bermuda and handcrafted to carry your life in style. Timeless, practical, and vibrant —just like you. #BermudaBorn #IslandLuxury #CarryTheColour
• •From Boardroom to Boardwalk. Our versatile leather clutches are designed for the woman who does it all. Elegant enough for your workday, relaxed enough for the weekend. Discover luxury that keeps up with your life. #BermudaBorn #WorkAndPlay
• •Every Bermuda Born bag begins with an inspiration —a vibrant pastel house, a hidden cove, a timeless island tradition. Designed by our founder Patrice Morgan and brought to life by skilled artisans, each piece holds a story of quality and heritage. Find the bag that speaks to you. #BermudaBorn #HandcraftedHeritage
• •Don't just visit Bermuda —take a piece of it home. Bermuda Born offers the island's only luxury leather handbags, inspired by our culture and vibrant landscapes. The perfect, timeless memory of your trip. Shop our collection online. #BermudaBorn #SouvenirInStyle
• •Named for the iconic Sandys Parish, this clutch is the epitome of island elegance. Handcrafted from the finest Portuguese leather, its streamlined silhouette holds all your essentials, while the bold, custom-dyed hue captures the adventurous spirit of Bermuda. A timeless accessory for any occasion. #BermudaBorn #SandysClutch