Brand Tone

Modern & Stylish, Adventurous & Aspirational, Friendly & Approachable, Informative & Functional, Understatedly Cool

Brand Values

• •Design & Aesthetics
• •Quality & Durability
• •Functionality & Practicality
• •Journey & Exploration
• •Timelessness

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining key tone words (e.g., Modern, Adventurous, Friendly, Understatedly Cool), preferred vocabulary, and things to avoid (e.g., overly formal language, slang that doesn't fit).
• •Focus on Lifestyle & Journeys: Frame product benefits around how they enhance the customer's daily life, travels, and experiences, rather than just listing features. Use aspirational yet relatable language.
• •Keep it Visually Integrated: Ensure copy complements the clean, stylish, and modern aesthetic of Herschel's visuals. Short, impactful sentences often work best, especially on visual platforms like Instagram.
• •Be Authentic and Engaging: When interacting with customers, maintain a friendly, helpful, and polite tone. Encourage interaction by asking questions and acknowledging user content.
• •Maintain Consistency Across All Channels: Whether it's a website product description, an Instagram caption, a Facebook post, or an email newsletter, the underlying tone and key messages should feel cohesive and recognizably "Herschel." Regular review of content across platforms can help ensure this.

Social Perception

Positive, Trendy & Popular, Reliable for Travel & Daily Use, Good Value (for many), Associated with a certain lifestyle

Copy Examples

• •Meet your new daily companion. The [Backpack Name] combines timeless design with modern functionality, ready for wherever your day takes you. Explore the details. #HerschelSupply #Singapore #NewCollection
• •Chasing horizons or navigating the city streets? Our [Bag Type] is designed for every journey. What’s your next adventure? #HerschelTravel #BuiltForExploration #SingaporeStyle
• •Gear up for what’s next. Enjoy [Discount Percentage/Offer] on select essentials this week only. Your everyday, elevated. Shop now via link in bio. #HerschelSG #LimitedTimeOffer #StyleAndFunction
• •Spotted in the wild! We love seeing how you style your Herschel. Tag us @herschelsingapore for a chance to be featured. Pictured: The [Product Name] looking sharp. #MyHerschel #SingaporeAdventures #CommunityLove
• •Crafted for today, designed to last. Our commitment to quality means your Herschel piece is more than just a bag – it's a trusted partner for years of journeys. Discover enduring style. #HerschelQuality #TimelessDesign #Singapore