Brand Tone

aspirational elegance and quiet confidence; sophisticated, evocative, storytelling, personal, narrative-driven, intimate, almost insider feel.

Brand Values

• •Quality Craftsmanship
• •Timeless Durability
• •Understated Luxury
• •Adventure and Travel
• •Ethical & Authentic Production

Best Practices

• •Always root the copy in the brand's story. Whether it's the Aspen-to-Colombia connection, the founders' friendship, or the spirit of "whim," storytelling should come before product features.
• •Employ descriptive words that appeal to touch, sight, and emotion. Phrases like "buttery soft," "deceptively light," and "intuitive luxury" are more compelling than simple adjectives.
• •Consistently reinforce the idea of understated elegance. Mention the intentional lack of a visible logo and highlight the signature zipper as the discreet mark of quality. This appeals to a customer who values quality over branding.
• •The copy should focus on the purpose of the bag—enabling adventure, creating memories, and being a lifelong companion. Frame the products as an integral part of a sophisticated, well-traveled life.
• •The voice should be elegant and aspirational, but also warm and personal. Use phrases like "your journey" and "your story" to make the customer feel like they are part of the exclusive Capricho world.

Social Perception

Niche, high-end, exclusive, insider's brand for those who value craftsmanship and unique stories over mass-market logos. Perceived as a travel companion for sophisticated and adventurous individuals.

Copy Examples

• •Some journeys are planned. The best ones are a capricho. Our Clarita Weekender is designed for a lifetime of both. Where to next? #CaprichoAspen #QuietLuxury #MadeForJourneys
• •To Travel Well is to Arrive. The ultimate travel companion, designed in Aspen and handcrafted in Colombia for your next great adventure.
• •From the slopes of Aspen to the vibrant streets of Bogotá, our story is one of travel. We sought to create more than a bag; we wanted a companion for a life of discovery. Crafted from soulfully soft Alma leather, each piece is a testament to that journey. Discover the story behind your Capricho.
• •The Ava is your answer to effortless transitions. Scaled for spontaneous nights and essential in-flight carry-on, its deceptively light frame holds all you need for the memories you're about to make. An understated statement of elegant endurance, it’s the only plus-one you’ll ever need.
• •Designed without a label, for those who need no introduction. The Difference is in the Details. Experience the touch of buttery Alma leather and our signature blue ribbon pull. This isn't just a bag; it's a Capricho. Shop the collection.