Brand Tone

Informative, Minimalist, and Design-Focused

Brand Values

• •Purpose-Driven Functionality
• •Innovative Design
• •Curated Quality
• •Enhancement of Daily Life

Best Practices

• •Lead with the Solution: Start by identifying the problem or daily inconvenience the product addresses. Frame every item as an intelligent solution, not just an object.
• •Use Precise and Functional Language: Avoid vague, fluffy adjectives. Instead of 'beautiful,' use words like 'ergonomic,' 'lightweight,' 'hybrid,' 'modular,' or 'streamlined.' Detail the features and materials that deliver the benefit.
• •Educate, Don't Just Sell: Explain the 'why' behind the design. If a bag has an unusual shape, explain how it shifts the center of gravity to improve comfort. This builds trust and positions the brand as a knowledgeable expert.
• •Maintain a Minimalist Aesthetic: Ensure the copy is as clean and uncluttered as the products themselves. Use ample white space, short paragraphs, and a direct tone. This should be reflected visually in all communications.
• •Tell the Story of Curation and Collaboration: Emphasize that products are 'selected' or 'curated.' When featuring a collaboration, name the partners and explain their contribution. This reinforces the brand's role as a trusted editor of quality goods.

Social Perception

A sophisticated and trustworthy source for unique, design-focused carrying goods, appealing to discerning consumers who value innovation, functionality, and high quality.

Copy Examples

• •The solution to your daily carry is here. Introducing the Trifold Wallet—engineered for seamless access in a compact form. Three distinct compartments, one minimalist design. Carry smarter, not harder. #CarryThings #FunctionalDesign #MinimalistWallet
• •What happens when a tote specialist meets a visionary design studio? The ruck-tote. A collaboration with nendo and ROOTOTE, this bag rethinks ergonomics with its unique asymmetrical shape. It’s the comfort of a backpack, with the accessibility of a tote. A true hybrid for modern life. #nendo #ROOTOTE #DesignInnovation #CarryThings
• •To school, to the office, to the market. Every journey has a purpose. The things we carry should serve it. That is our belief. #PurposeDriven #CarryThings #DailyJourney
• •Built from durable, honest canvas, our OSANPO TOTE is designed to endure. The fabric’s tight weave protects your essentials, while its soft structure remains comfortable against the body. It’s a testament to materials that are chosen for purpose and longevity. #Craftsmanship #CanvasTote #MadeToLast
• •Stop wrestling with your backpack. The ruck-tote was designed for fluid movement, allowing you to access your items with a simple tilt—even in tight spaces. Make your commute effortless. Discover the difference intelligent design makes. #UrbanCommuting #SmartDesign #CarryThings