Brand Tone

Aspirational, sophisticated, friendly, and approachable luxury.

Brand Values

• •Quality and Craftsmanship
• •Style and Functionality
• •Sustainability
• •Joy of Cycling

Best Practices

• •Always lead with style and quality. Emphasize the aesthetic appeal and craftsmanship of the bags first, before detailing the functional cycling features.
• •Use sophisticated and evocative language. Words like "crafted," "timeless," "elegant," and "handsome" align with the premium positioning of the brand.
• •Maintain a friendly and passionate tone when talking about cycling. Frame cycling as a joyful and positive lifestyle choice that the brand helps to enable and enhance.
• •Highlight the brand's British heritage and commitment to quality. Mentioning that bags are "handmade in London" or "British made" reinforces the brand's identity and value proposition.
• •Be transparent and proud of sustainability efforts. When discussing materials or initiatives like planting trees, do so in a way that is genuine and reinforces the brand's commitment to positive environmental impact.

Social Perception

Overwhelmingly positive, praised for beautiful design, high quality, and practicality. Perceived as a fashionable, desirable, and justifiable premium brand, reinforced by high-profile features and strong commitment to sustainability.

Copy Examples

• •Effortless transitions. Our handmade leather satchel takes you from your morning cycle to your afternoon meeting without missing a beat. Style and function, beautifully combined. #HillandEllis #CycleInStyle #BritishDesign
• •Conscious Commuting. Discover our new vegan collection, crafted from eco-friendly canvas without compromising on durability or design. Ride with purpose. #SustainableStyle #VeganFriendly #HillandEllis
• •Ready for the ride? Wherever your day takes you, our bags are designed to be the perfect companion. With hidden pannier hooks and a timeless look, you'll always arrive in style. Explore the collection. #DesignForLife #CyclingAdventures
• •The 'Professor' satchel is the epitome of classic British design. Handcrafted from rich, durable leather, it features our patented, spring-loaded pannier clips for a secure and smooth ride. Off the bike, it’s a sophisticated statement piece spacious enough for your laptop and daily essentials. A bag designed for your journey and your destination.
• •Don't choose between the bike and the bag. Hill & Ellis brings you exquisitely crafted panniers that are as stylish on your shoulder as they are on your bike. Redefine your commute. #LuxuryCycling #Handmade