Brand Tone

Youthful & Adventurous, Friendly & Approachable, Inspirational & Empowering, Stylish & Playful, Conscious & Caring

Brand Values

• •Adventure & Exploration
• •Functionality & Practicality
• •Style & Self-Expression
• •Quality & Durability
• •Sustainability & Responsibility
• •Joy & Dreams

Best Practices

• •Always Circle Back to "Pack Your Dream": This core tagline should be a guiding star. Whether directly stated or subtly implied, the copy should inspire and support the idea of pursuing aspirations.
• •Use Vibrant and Positive Language: Employ words that evoke energy, joy, color, and adventure. Avoid overly formal or negative phrasing. Think "explore," "discover," "bright," "create," "journey."
• •Emphasize Both Style and Function: Highlight the aesthetic appeal (colors, design) alongside the practical benefits (organization, durability, water resistance) to cater to both the fashion-conscious and pragmatic customer.
• •Maintain a Conversational and Engaging Voice: Write as if you're talking to a friend. Use questions, relatable scenarios, and a generally upbeat, approachable manner, especially on social media.
• •Incorporate Values Naturally: Weave in mentions of sustainability, quality, and the joy of exploration without it feeling forced. For instance, when talking about materials, briefly mention recycled options or the durability that supports long adventures.

Social Perception

Customers generally perceive Doughnut bags as stylish, colorful, and practical, especially for daily use, school, and light travel. The variety of designs and frequent collaborations are well-received. Many see the brand as offering good quality and features for its price point, often being a more affordable alternative to other trendy brands. The brand strongly resonates with a younger audience (students, young professionals) and those who appreciate playful and vibrant aesthetics. Features like multiple pockets, laptop compartments, and water resistance are frequently praised. While perhaps not as globally recognized as some competitors, its distinct style and online marketing have garnered a loyal following.

Copy Examples

• •🎨 Splash into your next adventure! Our new [Collection Name] series just dropped, bursting with colours as bold as your dreams. Lightweight, water-resistant, and ready for anything. Which hue are you picking to #PackYourDream? ✨ Tap to explore!
• •Don't just carry a bag. Carry your ambitions. Doughnut Official AU backpacks are designed for the dreamers, the doers, and the explorers. With smart compartments for all your essentials and colours that pop, you're ready for wherever life takes you. Discover your perfect companion today! #DoughnutOfficialAU #FunctionalFashion
• •Meet the Macaroon Reborn: Your favourite adventure buddy, now even more thoughtful. Crafted from recycled materials, this backpack doesn't just carry your world – it cares for it too. Packed with pockets, dipped in dreamy colours, and designed to make your journey lighter and brighter. Pack your dream, sustainably. ♻️
• •Hey Dreamer! 👋 Ready to upgrade your carry? For a limited time, grab 15% off all our travel-ready backpacks and crossbody bags! Perfect for weekend getaways, city explorations, or just making your daily commute a little more joyful. Use code DREAM15 at checkout. Let's get packing! 🚀
• •GRWM: Uni day edition! 🎒 My @doughnutofficial backpack fits my laptop, snacks, AND all my hopes & dreams (lol). Seriously though, obsessed with all the pockets! What’s in YOUR Doughnut bag? #PackYourDream #UniLife #DoughnutBackpack #OOTD