Brand Tone

Professional, supportive, aspirational, sleek, and encouraging.

Brand Values

• •Functionality and Organization
• •Quality and Durability
• •Style and Professionalism
• •Support for the Professional Community

Best Practices

• •Speak the Language of the Professional: Use industry-specific terms and acknowledge the daily realities of a hairstylist's life (e.g., "on location," "fashion week," "editorial hairstylist"). This shows you understand your audience.
• •Highlight Solutions, Not Just Features: Instead of just listing compartments, explain how they solve a problem. For example, "less time digging through an unorganised kit, and more time creating."
• •Maintain a Polished and Aspirational Visual Identity: Ensure all imagery is high-quality, professional, and reflects the stylish aesthetic of the brand and the industry it serves.
• •Amplify Your Community: Continue to feature user-generated content from professional hairstylists. This not only provides social proof but also reinforces the brand's supportive and community-focused values.
• •Emphasize Quality and Longevity: Consistently mention the partnership with American Tourister and the 10-year warranty in marketing materials to build trust and justify the premium positioning of the products.

Social Perception

Perceived as a high-quality, desirable, and professional investment for serious hairstylists, with customers proudly showcasing ownership as a mark of professionalism within a niche market.

Copy Examples

• •Your talent is creating the perfect look. Our job is to get you there, organized and in style. The Kofer Bag: for the professional on the move.
• •Stop searching. Start creating. The ultimate organizational tool for the modern hairstylist is here. Discover the Kofer Bag.
• •Begin your career with the best. The Kofer Bag keeps your kit pristine and professional from day one. Invest in your future.
• •Tired of the kit chaos? We get it. The Kofer Bag was designed by a stylist's husband to solve that exact problem. Reclaim your time and energy for what you do best.
• •Meticulously designed for the discerning hairstylist. With dedicated compartments for every tool and a sleek, durable exterior, the Kofer x American Tourister case ensures you arrive prepared, composed, and ready to create magic.