Brand Tone

Aspirational & Adventurous, Stylish & Modern Minimalist, Confident & Quality-Conscious, Approachable & Passionate

Brand Values

• •Quality & Durability
• •Functionality & Practicality
• •Style & Design
• •European Heritage & Craftsmanship
• •Sustainability & Eco-consciousness
• •Versatility
• •Customer-Centric Approach

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of Kraxe Wien's tone (aspirational, stylish, confident, quality-conscious, approachable) with examples of do's and don'ts. This ensures anyone creating content understands and can replicate the voice.
• •Emphasize Storytelling: Continue to weave the brand's origin story (Vienna-Porto connection, meaning of "Kraxe") and the co-founders' passion into product descriptions, social media, and "About Us" sections. This adds authenticity and emotional connection.
• •Show, Don't Just Tell, Quality and Functionality: Use vivid descriptions and high-quality visuals (photos and videos) that clearly demonstrate the product features, materials, and how they perform in real-life scenarios (e.g., waterproofing, durability on a trip).
• •Engage with an Adventurous and Solution-Oriented Spirit: When interacting with customers (comments, DMs, reviews), maintain an enthusiastic and helpful tone. Frame products not just as items, but as solutions that enable their lifestyle and adventures.
• •Maintain Visual Consistency: Ensure that all visual content (website imagery, social media posts, advertisements) aligns with the modern, minimalist, and high-quality aesthetic. This reinforces the brand's commitment to style and attention to detail.

Social Perception

Positive but Niche, Desire for More Information/Reviews, Seen as a Quality Alternative, Associated with Travel and Urban Lifestyle

Copy Examples

• •Headline: Vienna Designed, Porto Crafted. Ready for Your World. Body: More than just a backpack. The [Product Name] is your European-crafted companion for urban commutes and global adventures. Experience the perfect blend of minimalist style, weatherproof functionality, and enduring quality. Where will you go next? #KraxeWien #DefineYourJourney
• •Headline: Built to Last. Styled for Now. Body: Tired of bags that don't keep up? Our [Product Name] rucksack, made with sustainable ECO DOUBLE COATING, offers robust waterproof protection and a sleek design that never fades. Invest in quality that’s as resilient and adventurous as you are. #KraxeEverywhereYouGo #EuropeanQuality
• •Headline: From City Streets to Mountain Peaks: Your Journey, Secured. Body: The [Product Name] isn't just about carrying things; it's about enabling experiences. With thoughtful organization, durable eco-conscious materials, and a design born from the spirit of Vienna and Porto, it’s the only bag you’ll need. #KraxeWienAdventure #FunctionalDesign
• •Headline: The Art of Carrying, Perfected. Body: Discover the Kraxe Wien difference. Each stitch, seam, and thoughtfully placed pocket in our [Product Name] backpack speaks to our commitment to quality, functionality, and timeless European style. Elevate your everyday. #HandcraftedModern #KraxeWienStyle
• •Headline: Adventure-Proof. Life-Ready. Body: Rain-soaked commutes? Spontaneous weekend escapes? The [Product Name] takes it all in stride. Designed in Vienna with durable, waterproof materials and crafted in Europe for lasting performance. Pack your ambitions. We’ve got your back. #KraxeWien #MadeInEurope #WaterproofBackpack