Brand Tone

Aspirational & Adventurous, Stylish & Modern Classic, Detail-Oriented & Functional, Authentic & Community-Focused, Youthful & Creative

Brand Values

• •Quality & Durability
• •Design & Detail
• •Timelessness & Modernity
• •Functionality & Purpose
• •Travel & Exploration
• •Heritage & Storytelling
• •Community & Creativity
• •Sustainability

Best Practices

• •Embrace Storytelling: Weave the brand's heritage, a love for travel, and the inspiration behind designs into product descriptions and campaign narratives.
• •Highlight Quality & Detail: Consistently mention the craftsmanship, durable materials (including eco-friendly options), and thoughtful functional features that define Herschel products.
• •Use Evocative Language: Employ words that inspire adventure, creativity, and a sense of timeless style (e.g., "journey," "explore," "classic," "modern," "crafted," "heritage," "discover").
• •Maintain a Balance of Nostalgia and Modernity: Reference classic design elements while emphasizing contemporary functionality and aesthetics.
• •Foster Community through Inclusive Language: Use an inviting and authentic tone that resonates with the "everyday traveler" and creative individuals, encouraging them to share their own Herschel experiences (e.g., using #WellTravelled).

Social Perception

Herschel is widely perceived as a brand that offers stylish, high-quality, and durable bags and accessories. It's seen as trendy, reliable for travel, and having a good balance of classic and modern design. Many appreciate the comfort and functionality of the products. The #WellTravelled campaign has successfully associated the brand with adventure and authentic experiences.

Copy Examples

• •Headline: Built for the Journey. Designed for a Lifetime. Body: From city commutes to uncharted territories, your Herschel companion is crafted with timeless design and durable materials, ready for wherever life takes you. #WellTravelled
• •Headline: Detail in the Design. Adventure in the DNA. Body: Discover the thoughtful features that make every Herschel piece a trusted classic. Quality that speaks for itself, style that inspires your next move.
• •Headline: Your Story. Our Craft. Body: More than just a bag, it’s a canvas for your experiences. Explore our latest collection, made with a fine regard for detail and a nod to classic heritage. What journey will you embark on?
• •Headline: Timeless Form. Modern Function. Sustainable Future. Body: We're committed to creating enduring style with less impact. Explore our Eco Collection, featuring bags made from 100% recycled fabrics, because every journey should be a responsible one.
• •Headline: Put Yourself Out There. We’ve Got Your Back. Body: Inspired by the creative spirit and the open road. Our gear is designed with the quality and versatility you need to explore, create, and make your mark.