Brand Tone

sophisticated, minimalist, aspirational, calm, confident, straightforward, polished, professional, yet approachable.

Brand Values

• •Scandinavian Design
• •Sustainability
• •Quality & Durability
• •Functionality for the Modern Explorer
• •Artistic & Creative Expression

Best Practices

• •Lead with the Aesthetic: Always begin with the core of the brand—Scandinavian design. Use words like "minimalist," "sleek," "timeless," "clean," and "uncluttered" to describe the products and the lifestyle they enable.
• •Weave in Functionality Subtly: Instead of listing features, describe their benefits within a lifestyle context. For example, instead of "has a waterproof zipper," use "Seamlessly protects your tech on rainy-day commutes."
• •Emphasize 'Conscious' over 'Eco': While sustainability is a key value, the brand's tone is more sophisticated. Use phrases like "consciously crafted," "sustainable materials," and "vegan leather" to align with the premium feel.
• •Maintain a Calm and Confident Voice: Avoid exclamation points, excessive emojis, or urgent, high-pressure sales language. The tone should be assured and let the product's design speak for itself.
• •Tell a Story of the 'Journey': Frame the use of the products as part of a larger narrative. Whether it's a daily commute or an international trip, the bags are companions on a personal 'journey.' This elevates the product from a simple accessory to a meaningful part of the customer's life.

Social Perception

Premium, stylish, desirable, and aspirational brand. Praised for sleek design, high quality, durability, and waterproof features. Perceived as a fashion-forward accessory that successfully merges style with everyday utility, though some reviews note potential practicality concerns with minimalist design or manufacturing origins.

Copy Examples

• •Your office, anywhere. The Rullen backpack combines waterproof protection with a padded laptop sleeve, securing your essentials in minimalist style. Designed for the journey, wherever it takes you.
• •From morning coffee to evening creations, the Tåte 2-in-1 tote carries your day. Its versatile design and sustainable materials adapt to your life's rhythm. Effortless style, consciously crafted.
• •Style that feels good. Our collection is consciously crafted with innovative vegan materials, because we believe true design respects the world it explores. Carry the change.
• •Welcome. Discover a world where Scandinavian design meets everyday function. As a new member of our community, enjoy 10% off your first purchase and begin your journey in style. Your adventure awaits.
• •Rooted in art, designed for life. Every Gaston Luga piece is a testament to timeless, functional design. We create more than bags; we create companions for your daily explorations.