Brand Tone

Authentic, Crafted/Artisanal, Functional & Simple, Durable & Quality-Oriented, Sophisticatedly Understated, Locally Proud (Chilean), Creative & Passionate, Explorer/Adventurous Spirit (Urban & Nature)

Brand Values

• •Craftsmanship
• •Quality
• •Functionality
• •Simplicity
• •Local Identity & Production
• •Sustainability (Implied/Stated)
• •Authenticity
• •Creativity

Best Practices

• •Emphasize "Handmade" and "Chilean Origin": Consistently weave these core differentiators into product descriptions, social media posts, and website copy. Use phrases like "Hecho a mano en Chile," "Artesanía Chilena," "Diseño local."
• •Focus on Quality Materials and Durability: Use descriptive language that highlights the feel and resilience of the leather and canvas (e.g., "cuero natural encerado," "lona robusta," "hecho para durar").
• •Maintain a Tone of Understated Sophistication: Avoid overly trendy slang or hype. The language should be confident, clear, and reflect the simple elegance of the products. Think "timeless," "functional," "essential."
• •Tell the Story of Craftsmanship: Share insights into the design and making process. This reinforces the value of "slow fashion" and the human element behind the brand.
• •Connect with the "Urban Explorer" Archetype: Use language and imagery that appeal to individuals who appreciate both city life and the call of nature/adventure, valuing versatility and enduring style.

Social Perception

High-Quality Local Brand, Stylish & Unique, Trustworthy & Authentic, Investment Piece, Connection to Chilean Identity

Copy Examples

• •Headline: Crafted in Chile, Ready for Your World. Body: More than just a bag. Each COYOTE BAG is a testament to traditional craftsmanship, handmade with natural leather and a passion for simple, functional design. Carry a piece of Chilean soul, built to journey with you. Call to Action: Discover the Collection.
• •Headline: Enduring Style, Responsibly Made. Body: We believe in quality that lasts and design that transcends trends. Our backpacks and accessories are handcrafted locally in Santiago, using sustainable practices and the finest national materials. Invest in simplicity, carry with confidence. Call to Action: Shop Our Sustainable Line.
• •Headline: The Art of Chilean Craftsmanship. Body: From our Santiago workshop to your daily adventures, COYOTE BAGS embodies the spirit of authentic design. Simple forms, durable materials, and a touch of the explorer in every stitch. Call to Action: Explore Our Story.
• •Headline: Functionality Meets Natural Beauty. Body: Experience the difference of 100% natural waxed leather and meticulous hand-construction. COYOTE BAGS are designed for life's demands, blending urban utility with timeless elegance. Call to Action: Find Your Perfect Bag.
• •Headline: Your Companion for City and Beyond. Body: COYOTE BAGS: where simple sophistication meets rugged durability. Handmade in Chile, our bags are created for those who value quality, authenticity, and the adventure in everyday life. Call to Action: View Lookbook.