Brand Tone

The predominant tone of voice for fleà is casual and relatable, witty and playful, and confident and direct. It communicates like a friend, often using slang, emojis, and a direct, informal address, while also employing humor and confidently presenting its product as the ultimate solution.

Brand Values

• •Innovation and Problem-Solving
• •Freedom and Convenience
• •Simplicity and Minimalism
• •Security
• •Community

Best Practices

• •Lead with the Pain Point: Always start by acknowledging the customer's problem (e.g., "Hate carrying a bulky bag?" or "Scared of losing your phone in a crowd?"). This makes the solution more impactful.
• •Speak Like a Friend, Not a Corporation: Use contractions (you're, it's), ask questions, and incorporate emojis to maintain a casual, relatable, and approachable tone.
• •Center the Message on "Freedom" and "Security": These two core benefits should be the pillars of all copy, from product descriptions to ad campaigns. Every message should reinforce how fleà delivers one or both of these values.
• •Champion User-Generated Content (UGC): Actively encourage and feature customer content. When writing captions for UGC, celebrate the user and the experience (e.g., "We see you! @user living freely at the beach with their fleà."). This builds authenticity and community.
• •Keep it Short and Punchy: Reflect the minimalist product design in the copy. Use short sentences, bold headlines, and clear, concise language that is easy to digest, especially on mobile-first platforms like Instagram and TikTok.

Social Perception

The general perception of fleà among its target audience is positive. It is seen as a "Problem-Solver" for its practicality, especially in contexts like concerts, festivals, and travel. The brand is perceived as niche and trendy, catering to a younger, socially active demographic. High and positive engagement on social media indicates a successful build of a niche following.

Copy Examples

• •That 'no pockets' feeling. We fixed it. The Invisible Backpack gives you freedom to move and keeps your phone safe. We got your back. Literally.
• •POV: You’re living your best life at the festival and not worrying about where your phone is. Join the #fleafamily.
• •Freedom in your hands. Security on your back. The ultimate phone accessory for life on the go.
• •Outfit has no pockets? Don't let it ruin the vibe. This is the only plus-one you need.
• •You're officially part of the #fleafamily! Show us where you take your fleà for a chance to be featured on our page. Welcome to the hands-free life.