Brand Tone

sincere, sophisticated, respectful, and heritage-proud.

Brand Values

• •Sustainability & Longevity
• •Craftsmanship & Quality
• •Timeless Design
• •Natural & Authentic Materials
• •Heritage
• •Ethical Considerations

Best Practices

• •Emphasize Heritage and Storytelling: Always weave in the brand's long history (since 1936) and the idea of bags as "companions for a lifetime" that gather stories. This reinforces authenticity and emotional connection.
• •Highlight Material Integrity and Craftsmanship: Consistently speak to the quality of the natural leathers, vegetable tanning processes (where applicable), organic materials, and the skill involved in production. Use descriptive language that appeals to tactile senses.
• •Maintain a Sophisticated and Respectful Voice: Avoid overly casual slang, fleeting internet trends, or aggressive sales language. The tone should reflect the quality and timeless nature of the products – mature, confident, and genuine.
• •Focus on Durability and Timelessness over Trends: Position the bags as long-term investments rather than fast fashion items. Stress that their designs are classic and made to last, both in style and construction.
• •Integrate Sustainability Naturally: Talk about sustainability through the lens of longevity, repairability, use of natural by-product leathers, and timeless design that discourages frequent replacement. This should feel inherent to the brand's philosophy, not an afterthought.

Social Perception

Harold's Bags is generally perceived very positively by its customers and the broader public familiar with the brand. Customers view Harold's as a provider of high-quality, durable, and reliable bags. The 'companions for a lifetime' promise seems to resonate well. There is an appreciation for the classic, timeless aesthetic and the quality of the leather. The brand's commitment to sustainability and craftsmanship is recognized and valued by a segment of consumers looking for ethically made and long-lasting products. It is seen as a brand with a strong heritage and authenticity.

Copy Examples

• •Headline: Harold's: Crafting More Than Bags – We Craft Legacies. Body: Since 1936, three generations have poured their passion into leatherwork, creating not just bags, but enduring companions. Each stitch tells a story of dedication, each piece of carefully selected leather a promise of quality that lasts a lifetime. Discover the Harold's difference – where timeless design meets sustainable craftsmanship.
• •Headline: The Beauty of Time, Carried With You. Body: Our vegetable-tanned leathers do more than carry your essentials; they carry memories. With every year, every journey, your Harold's bag develops a unique patina, a testament to the life you live. Invest in a piece that grows with you, a true companion for all of life's chapters.
• •Headline: Sustainable by Design, Cherished for a Lifetime. Body: For us, sustainability isn't a trend – it's a tradition. By choosing robust, natural materials and focusing on timeless forms, we create bags that are meant to be used, loved, and passed on. Experience the peace of mind that comes with owning a Harold's bag, thoughtfully designed for today and tomorrow.
• •Headline: Master Craftsmanship in Every Detail. Body: From our workshops in Germany, Colombia, and India, our skilled artisans bring decades of experience to every Harold's bag. We believe in the power of human touch and the enduring value of meticulous construction. Feel the difference that true craftsmanship makes.
• •Headline: Beyond Fleeting Fashions: Enduring Style. Body: In a world of constant change, Harold's offers a quiet statement of permanence. Our designs are conceived to be timeless, transcending seasons and trends, ensuring your bag is as relevant in a decade as it is today. Choose enduring style. Choose Harold's.