Brand Tone

Aspirational yet accessible, warm, authentic, sophisticated, grounded, friendly, supportive, and understanding.

Brand Values

• •Quality and Durability
• •Functionality and Practicality
• •Timeless Style
• •Proudly South African and Ethical Production
• •Customer-Centricity

Best Practices

• •Lead with the 'Why': Always circle back to the brand's origin story. Remind the audience that Mally Bags was started by a real person with a real need, which ensures the brand remains authentic and relatable.
• •Balance Luxury with Practicality: Use descriptive, quality-focused words ("luxurious," "handcrafted," "premium leather") but always connect them to functional benefits ("spacious compartments," "water-resistant lining," "versatile design"). This appeals to both the desire for a beautiful product and the need for a practical one.
• •Champion the "Proudly South African" Angle: Consistently mention that the bags are made in South Africa, using local materials and supporting local craftspeople. This is a powerful differentiator and a source of brand pride that resonates with customers.
• •Speak to the Customer's Life: Frame the products as solutions and companions for life's moments—whether it's navigating parenthood, a busy work week, or traveling. Use language that shows an understanding of their lifestyle (e.g., "for modern parents on the move," "perfect for professionals who value function and style").
• •Maintain a Warm and Inclusive Tone: Address the customer in a friendly, direct manner. Use "you" and "your" to make the copy feel personal. Share customer stories and testimonials to build a sense of community around the brand.

Social Perception

Overwhelmingly positive, perceived as high-quality, versatile, beautifully designed luxury items that are also practical investments. Seen as trustworthy, authentic, and emotionally connecting, amplified by the founder's story and proud South African ethical production. Often described as a 'favourite find' and highly recommended.

Copy Examples

• •From the Monday morning meeting to a Friday evening outing, your style should be as versatile as you are. The Zuri Midi Tote, handcrafted from genuine South African leather, is designed for the woman who does it all. Timeless, durable, and effortlessly elegant. #MallyMoment #LeatherTote #MadeInSA
• •Mally Bags: A Story in Every Stitch. Born from a mother's need for a bag that could do it all, we create timeless leather goods that are part of your journey. Functional, lasting, and proudly South African. Discover your forever bag.
• •Headline: The Only Bag You'll Ever Need. Body: Life is complicated enough. Your bag shouldn't be. Designed by a mom, for moms, our leather baby bags have a place for everything. And for those moments you get to escape? Our Weekender is the perfect companion. Shop the collection of locally crafted, lasting leather goods.
• •It's not just a bag, it's a Mally.
• •The Philip Weekender is for the man who appreciates quality that speaks for itself. Crafted from rich, durable bovine leather that ages with character, this bag is designed for life's adventures. With a spacious interior and reinforced handles, it’s the ultimate companion for business trips and spontaneous getaways. Invest in a travel partner that will last a lifetime. #MallyForMen