Brand Tone

Sophisticated & Aspirational, Confident & Craft-Oriented, Modern & Functional, Ethical & Conscious, Customer-Centric & Engaging

Brand Values

• •Quality Craftsmanship
• •Accessible Luxury
• •Timeless Design & Functionality
• •Durability & Longevity
• •Customer Empowerment & Trust
• •Sustainability (Evolving)
• •Innovation & Modernity

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document the brand's personality, core messaging pillars, "do's and don'ts" for language, and examples of on-brand copy for different scenarios (e.g., product descriptions, social media, customer service). This should be shared with anyone creating content for the brand.
• •Emphasize "Accessible Luxury" and "Craftsmanship": Consistently weave in keywords and phrases that reinforce these core tenets. Use descriptive language that highlights the quality of materials (e.g., "finest full-grain leather," "ethically-sourced," "hand-stained") and the skill involved ("meticulously crafted," "precision stitching").
• •Maintain a Sophisticated yet Approachable Style: Avoid overly casual slang or jargon, but also steer clear of overly academic or exclusionary language. The tone should feel elevated but welcoming, reflecting the "modern consumer's discerning lifestyle."
• •Showcase Functionality with Elegance: When describing products, don't just list features; explain the benefits in the context of a stylish, modern life. For example, instead of "has a laptop compartment," try "A dedicated, cushioned sleeve keeps your tech secure, seamlessly integrated within a design that transitions effortlessly from boardroom to brunch."
• •Integrate Values Naturally: As eské continues to build on its sustainability commitment, weave this into product stories and brand narratives authentically, rather than as an afterthought. Highlight how choosing eské is a choice for quality that lasts and, increasingly, a choice that considers the planet.

Social Perception

Premium Quality & Style, Good Value for Accessible Luxury, Trustworthy (due to warranty and D2C focus), Innovative Indian Brand with Global Aspirations, Growing Awareness of Ethical Stance

Copy Examples

• •eske: Where Timeless Craftsmanship Meets Modern Momentum. Elevate your everyday. Discover meticulously handcrafted leather essentials, designed in Europe and brought to life with Indian artisanal expertise. Functionality, redefined with enduring style.
• •Invest in Legacy. Carry eske. More than just an accessory, it's a statement. Our premium leathers and thoughtful design ensure your eské piece not only accompanies you through life's journeys but gets better with every story it tells. Experience accessible luxury with a lifetime promise.
• •The Art of Carry. Perfected by eske. From the ethically sourced material to the final stitch, every eské bag is a testament to our three-decade heritage of quality. Discover the seamless blend of sophisticated aesthetics and intelligent design, made for your discerning lifestyle.
• •Consciously Crafted. Confidently Carried. Embrace sustainable style without compromise. Our new Vegan Leather collection and commitment to eco-conscious practices mean you can choose luxury that aligns with your values. eské – designing for a better future, beautifully.
• •Your Story, Our Craft. Personalized by eske. Make your mark with eské. Select from our range of premium leather goods and add a personal touch. Because true luxury is about an experience as unique as you are. Explore bespoke options today.