Brand Tone

Empathetic & Understanding, Stylish & Sophisticated, Practical & Solution-Oriented, Empowering, Friendly & Relatable

Brand Values

• •Quality & Durability
• •Functionality & Versatility
• •Style & Elegance
• •Sustainability & Responsibility
• •Customer-Centricity/Support for Mothers
• •Authenticity

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., empathetic, stylish, practical, empowering), approved vocabulary, "words to avoid," and an ideal sentence structure. Share this with anyone creating content.
• •Focus on "Her Story": Always write with the target audience (modern mothers, professional women) in mind. Address their specific pain points, aspirations, and daily realities. Use "you" and "your" to make it personal.
• •Highlight Solutions & Empowerment: Frame product features as benefits that solve problems and make her life easier or better. Emphasize how the products help her feel confident and in control.
• •Maintain Authenticity and Relatability: Share genuine insights and experiences, especially in social media and blog content. Avoid overly corporate or impersonal language. TikTok content successfully uses relatable scenarios.
• •Ensure Visual & Textual Harmony: The style of the copy should match the visual aesthetics of the brand (e.g., if images are chic and minimalist, the copy should also be clean and sophisticated, yet warm). Review all content across platforms for consistency before publishing.

Social Perception

Afterstory aims to be perceived as a provider of high-quality, stylish, and highly functional bags for mothers who value luxury and practicality. Their social media presence suggests they want to be seen as a supportive and understanding brand for women navigating motherhood and work. The emphasis on vegan materials and sustainable practices likely appeals to ethically conscious consumers.

Copy Examples

• •Headline: Simplify Your Every Day. The Bag That Does It All, Beautifully. Body: Juggling work, family, and everything in between? The [Bag Name] bag by Afterstory is thoughtfully designed for the modern superwoman. With intuitive organization and chic vegan leather, stay effortlessly stylish and in control, no matter what your day holds. Because you deserve a bag that works as hard (and looks as good) as you do.
• •Headline: Your Story. Your Style. Your Afterstory Bag. Body: From boardroom meetings to baby's first steps, life is a collection of beautiful moments. Our [Bag Name] convertible backpack isn't just a bag; it's a companion through every chapter. Crafted with premium, water-resistant vegan leather, it adapts to your needs, empowering you to embrace every story in style.
• •Headline: More Than a Nappy Bag, It’s Your Confidence Boost. Body: Say goodbye to chaos and hello to chic organization. The Afterstory [Bag Name] is designed by a mum, for mums. We know what you need – from insulated bottle pockets to a spot for your laptop – all wrapped in a design you’ll be proud to carry. Feel put-together, even on the most hectic days.
• •Headline: Consciously Crafted. Beautifully Functional. Body: Experience the luxury of choice with Afterstory. Our versatile bags are made from premium vegan leather, because we believe in kindness without compromising on quality or style. Designed in New Zealand to help you stay organized and look amazing, sustainably.
• •Headline: For the Woman Who Carries It All (Gracefully). Body: You're a master multitasker. You need a bag that keeps up. The Afterstory [Bag Name] offers smart compartments for everything your day demands – from work essentials to weekend must-haves. Transition seamlessly, feel empowered, and look incredible doing it.