Brand Tone

Minimalist, Contemporary, Playful, Whimsical, Approachable, Accessible, Functional, Thoughtful, Community-focused

Brand Values

• •Accessibility of Good Design
• •Duality in Design (Create Boldly, Design Simply)
• •Functionality & Practicality
• •Contemporary Culture & Natural Atmosphere
• •Community & Connection
• •Intentionality & Purpose
• •Playfulness & Joy

Best Practices

• •Embrace "Duality": Always aim to balance boldness with simplicity. This means copy can be creative and eye-catching ("Create Boldly") but should ultimately be clear, concise, and unpretentious ("Design Simply"). Avoid overly complex jargon or overly flowery language.
• •Focus on Functional Benefits with a Playful Twist: Highlight how products make life easier or more enjoyable. Use straightforward language for functionality but inject personality and a touch of whimsy where appropriate (e.g., "Our Dumpling Bag: seriously spacious, delightfully squishy").
• •Keep it Accessible and Inclusive: Write in a way that feels welcoming to a broad audience. The language should be easy to understand, reflecting the brand's goal of making good design accessible to all. Use "you" and "your" to speak directly to the customer.
• •Visuals and Voice Alignment: Ensure the copy complements the minimalist and often colourful visual aesthetic. If the image is clean and modern, the copy should be too. If it's a playful shot, a touch of lightheartedness in the text works well.
• •Community-Centric Language: Use language that fosters a sense of belonging. Encourage interaction, feature user stories (with permission), and speak to the "BTV community." This reinforces the brand's value of connection and candidness. Use terms like "we," "us," and "our community" to build rapport.

Social Perception

Largely perceived as a trendy, innovative, and accessible design studio. Their Dumpling Bags are iconic and have achieved a cult-like status. Customers appreciate the blend of aesthetics, functionality, and price point. The brand is seen as a successful homegrown Singaporean label with international appeal. They are praised for their engaging retail concepts and community-building efforts. However, there has been mixed/negative perception due to a 2023 controversy surrounding the founders' response to the Israel-Hamas war which led to significant criticism from some online users.

Copy Examples

• •Meet [New Colour Name]. Your everyday, now with a fresh pop. Effortless style, endless possibilities. #BeyondTheVines #DumplingBag #DesignSimply
• •Objects for living. Thoughtfully designed, simply beautiful. Explore the BTV Lifestyle collection.
• •Playfully Bold. Purposefully Simple. Discover the latest from Beyond The Vines.
• •From market runs to city lights, the [Product Name] just *gets* it. What’s in your BTV? 😉 #BTVeveryday #FunctionalFashion #PlayfulDesign
• •Two moods, one design. Flip it, style it, make it yours. Crafted for versatility, designed for life. [Material details]. Simple, yet always a statement.