Brand Tone

Irreverent, witty, and confident; a playful, authentic, and sometimes cheeky voice that avoids corporate jargon.

Brand Values

• •Durability and Uncompromising Quality
• •Purpose-Driven Functionality
• •Bold Individuality
• •Urban Authenticity
• •Adventure and Playfulness

Best Practices

• •Speak from the Founder's Voice: Embrace the witty, slightly rebellious, and fun-loving tone established by the founders. The brand's strength lies in its authentic, anti-corporate voice.
• •Lead with Durability, Clinch with Wit: Always ground the copy in the core value of toughness and longevity. Use humor and confidence as the vehicle to deliver this message, not as a replacement for it.
• •Be Unapologetically Confident: Use bold, direct statements backed by the lifetime warranty. The copy should reflect a brand that has complete faith in its product's superior construction.
• •Champion the Urban User: Speak directly to the experiences of city dwellers. Reference the commute, the weather, the crowds, and the need for gear that makes urban life easier and more enjoyable.
• •Tell the Story of 'Why': Remind the audience of the brand's origin story made by bike messengers who needed something better. This narrative of purpose-built design is a powerful differentiator.

Social Perception

Perceived as a premium, highly durable, and reliable brand. Seen as cool and functional, especially among cyclists and photographers. There is renewed positive sentiment since the founders returned, noting a return to higher quality and the original quirky essence.

Copy Examples

• •The city's stuck. You're not. Our messenger bags have kept valuables safe from bumps, downpours, and questionable shortcuts since '95. Keep moving.
• •Guaranteed to outlast your questionable life choices. The new [Backpack Name]. Ridiculously tough for your daily anything.
• •Your other bags are nervous.
• •This Bag Will Attend Your Funeral. Look, we're not saying our bags are immortal, but no one's proven otherwise. Built with ballistic-grade nylon, reinforced stitching, and a lifetime warranty, the [Product Name] is designed to handle more than your daily commute. It's built to handle your life's commute.
• •Built for the journey, especially the parts you don't see. Travel-tested. Baggage-handler-proof. Adventure-ready.