Brand Tone

Sophisticated & Understated, Personal & Heritage-Inspired, Quality-Focused & Assured, Practical & Lifestyle-Oriented, Appreciative & Inspirational

Brand Values

• •Quality over Quantity/Style over Labels
• •Timelessness & Enduring Style
• •Craftsmanship & Artisanship
• •Practical Luxury
• •Family & Heritage
• •Giving Back
• •Connection & Dialogue
• •Conscious Consumption

Best Practices

• •Embrace Storytelling: Weave the brand's heritage and family inspiration into product descriptions, social media, and "About Us" sections to maintain a personal and warm connection.
• •Prioritize "Timeless" over "Trendy": Use language that evokes enduring style, craftsmanship, and lasting value rather than fleeting fashion terms. Focus on words like "classic," "enduring," "heritage," and "artisanal."
• •Highlight Quality & Practicality in Harmony: Consistently mention the high-quality materials, Italian craftsmanship, and thoughtful design features (like washable interiors, durable zippers) that make the bags both luxurious and practical for everyday life.
• •Maintain an Understated Elegance: Avoid overly loud, boisterous, or sales-heavy language. Opt for a sophisticated, confident, and slightly reserved tone that speaks to discerning customers who appreciate quiet luxury.
• •Foster Connection and Values: Regularly communicate the brand's values, such as giving back and the appreciation for a slower, more thoughtful approach to luxury. Encourage dialogue and share inspiring content that resonates with an audience that values more than just the product itself.

Social Perception

Positive Customer Feedback, Appreciation for Quality and Aesthetics, Desirable & Aspirational, Seen as a Luxury Item, Associated with Style and Function, Celebrity Endorsement

Copy Examples

• •Headline: Crafted for Your Journey. Designed to Endure. Body: More than just a bag, it's a Harmin. Inspired by a legacy of quality and an appreciation for life's rich experiences, each piece is meticulously handcrafted in Italy to accompany you, effortlessly blending timeless style with everyday practicality. Discover the art of lasting luxury.
• •Instagram Caption (with an image of a bag in a stylish setting): Elegance isn't about being noticed, it's about being remembered. Our [Product Name] bag, a testament to understated luxury and the beauty of artisanship. Where will your Harmin take you today? #HarminStyle #TimelessLuxury #MadeInItaly #PracticalElegance
• •Product Description Snippet: Experience the Harmin difference: buttery soft Italian calfskin that ages beautifully, paired with industrial-strength zippers and a washable interior for real-life demands. We believe true luxury works as hard as you do.
• •Email Subject Line: A Story in Every Stitch: Discover the Harmin Heritage. Email Snippet: Inspired by generations who valued quality over quantity, Harmin brings you more than accessories – we offer companions for life. Each design reflects a commitment to timeless style and enduring craftsmanship, ready to become part of your story.
• •Brand Story Snippet (for "About Us" page or blog): From Grandpa Har's appreciation for art and travel to Grandma Min's belief in luxury that lasts, Harmin is woven with family values. We set out to create pieces that aren't just carried, but cherished – seamlessly integrating into your life and inspiring you to appreciate the beauty in every moment.