Brand Tone

Playful & Fun, Friendly & Approachable, Practical & Functional, Vibrant & Expressive, Optimistic & Carefree

Brand Values

• •Functionality
• •Lightness (Live Light)
• •Quality & Durability
• •Self-Expression & Individuality
• •Fun & Adventure
• •Inclusivity
• •Heritage & Innovation

Best Practices

• •Champion "Live Light": Ensure this philosophy is woven into most communications. Use words that evoke ease, optimism, freedom, and reducing burdens (both literal and metaphorical).
• •Maintain Playfulness: Don't be afraid to use cheerful language, emojis where appropriate (especially on social media), and highlight the fun element of the brand (e.g., the monkey, vibrant designs).
• •Always Highlight Practical Benefits: While being playful, clearly communicate the functional advantages – lightweight, durable, organized, spacious, versatile for different occasions (work, travel, school, play).
• •Encourage Expression: Position the bags as tools for individuality. Use inclusive language and showcase diverse styles and people using the bags in their own unique ways.
• •Visual Storytelling Alignment: Ensure that the visuals (bright, active, often featuring people enjoying life) used in campaigns and social media directly support and enhance the playful, practical, and vibrant verbal tone.

Social Perception

Kipling is widely recognized for its distinctive crinkled nylon bags and the iconic monkey keychain. It's generally perceived as a reliable brand for everyday use, school, and travel, valued for being lightweight and practical. Many associate the brand with vibrant colors and a fun, youthful energy, though it appeals to a wide age range. There's an expectation of good quality and durability, and when this isn't met, customers express disappointment, especially given the price point. The brand is seen as fashionable in a casual, practical way rather than high-fashion luxury. In the UAE, promotional offers and "Back to School" campaigns are well-noted, making it a popular choice for students and families. Their recent efforts to engage with millennial influencers in Dubai suggest a strategy to reinforce its relevance and appeal to a modern, active lifestyle.

Copy Examples

• •Headline: Lighten Your Load, Brighten Your Dubai Day! Body: From a morning stroll along JBR to an evening at the Global Village, carry your world with ease. Kipling’s lightweight bags are designed for your vibrant Dubai life. #KiplingUAE #LiveLightDubai #FunctionalFun
• •Headline: Your Adventure Buddy Has Arrived! Body: Exploring the souks or jetting off from DXB? Our latest collection is packed with smart compartments, durable designs, and that iconic Kipling charm. What’s your next adventure?
• •Headline: Colour Your Commute, Kipling Style! Body: Say goodbye to boring bags! Express your unique style with Kipling’s dazzling range of colours and patterns. Practicality never looked so good. Shop now at kipling.co.ae.
• •Headline: School Days, Sorted. Fun, Ensured! Body: Durable, spacious, and oh-so-cool! Kipling school bags are ready for term-time tumbles and triumphs. Plus, a furry monkey friend for every journey! 😉 #KiplingBackToSchoolUAE
• •Headline: Live Light. Explore More. Be You. Body: Kipling is more than just a bag; it's a mindset. Embrace every moment with accessories that power your curiosity and let your true self shine. Discover the freedom of #LiveLight.