Brand Tone

stylish, modern-classic, adventurous, and approachable

Brand Values

• •Design-Driven with Attention to Detail
• •Timeless Modernity
• •Quality and Durability
• •The Spirit of the Journey / Everyday Exploration
• •Growing Commitment to Sustainability & Community

Best Practices

• •Embrace "Nostalgic Modernity": Use language that evokes classic, timeless design while highlighting contemporary features and utility for today's user.
• •Inspire (Everyday) Adventure: Frame products not just by their features, but by how they enable experiences – whether it's a daily commute, a weekend trip, or a global journey.
• •Keep it Clean and Stylish: Reflect the brand's design aesthetic with clear, concise, and well-crafted copy. Avoid overly technical jargon unless explaining a specific functional benefit.
• •Be Relatable and Authentic: While aspirational, the tone should remain grounded and approachable, resonating with the "everyday traveller." Using user-generated content or relatable scenarios can enhance this.
• •Highlight Quality and Detail (with care): Continue to emphasize the brand's commitment to "fine regard for detail" and quality materials, while being mindful of addressing any customer feedback regarding durability through product improvements or transparent communication if necessary.

Social Perception

fashionable and popular brand, especially among students, young adults, and those who appreciate a blend of classic style and practicality. It's often seen as a go-to for stylish backpacks and travel accessories. The brand carries a "cool" or "hipster" connotation for many.

Copy Examples

• •Headline: Explore Your City. Carry Your World. Body: From Orchard Road to the East Coast Park, the Herschel Little America™ backpack combines iconic style with modern functionality. Ready for your Singapore adventures. #HerschelSingapore #WellTravelled
• •Headline: Designed for the Journey. Crafted for You. Body: The Herschel Novel™ Duffle. Featuring our signature shoe compartment and timeless design. Your perfect companion for weekend getaways or hitting the gym. Discover more at herschel.sg.
• •Headline: Timeless Style. Sustainable Choice. Body: Meet the Herschel Heritage™ Backpack, now available in our Eco Collection, made from 100% recycled fabrics. Look good, feel good, do good. #SustainableStyle #HerschelImpact
• •Instagram Post (Image: A flat lay of a Herschel backpack with everyday essentials like a laptop, notebook, water bottle, and perhaps a local Singaporean snack): Caption: What’s in your Herschel today, Singapore? Tag us in your daily adventures! 🇸🇬 #MyHerschel #SingaporeLife #EverydayCarry
• •Product Description Snippet (for a crossbody bag): Body: Keep essentials close with the Herschel Seventeen™ Hip Pack. Versatile, compact, and perfect for hands-free exploring around the city or your next festival. Effortless style, everyday convenience.