Brand Tone

Sophisticated & Elegant, Confident & Reassuring, Aspirational & Premium, Heritage-focused

Brand Values

• •Quality Craftsmanship & Durability
• •Timeless Style & Elegance
• •Innovation & Functionality
• •Customer Trust & Security
• •Heritage
• •Sustainability (Emerging)

Best Practices

• •Emphasize Heritage with Modernity: Consistently weave in the brand's London origins and long history, while pairing it with contemporary innovation and relevance for today's traveller.
• •Use Sophisticated & Evocative Language: Employ a rich vocabulary that speaks to luxury, elegance, refinement, and the experience of travel, rather than just product features (e.g., "sanctuary of refinement," "whispering tales of timeless British heritage").
• •Highlight Quality & Durability with Assurance: Clearly communicate the premium materials, robust construction, and security features, reinforcing the value and reliability of the products. Mentioning the warranty can further this.
• •Focus on the Discerning Traveller: Address the copy to an audience that values quality, style, and a seamless travel experience, positioning Carlton as the choice for those with high standards.
• •Maintain a Confident & Reassuring Voice: Instill trust by being clear about product benefits, security aspects, and customer support, ensuring the customer feels understood and valued.

Social Perception

Positive Dealer Feedback, Premium Positioning, Limited Direct Online Engagement

Copy Examples

• •Headline: Carlton: Journey with Heritage. Crafted for Tomorrow. Body: Since 1976, Carlton has been the mark of the discerning traveller. Experience the seamless blend of timeless London elegance and innovative design. Your journey deserves nothing less.
• •Headline: Uncompromising Quality. Unmistakable Style. Body: From resilient shells to intuitive organisation, every Carlton piece is an investment in enduring quality and sophisticated style. Travel confidently, arrive impeccably.
• •Headline: The Art of Travel, Perfected. Body: Discover luggage that anticipates your needs. With Carlton, experience functional brilliance wrapped in luxurious design – for journeys that are as smooth as they are stylish.
• •Headline: Secure Your Adventures. Embrace the World. Body: Featuring advanced TSA locks and anti-theft zippers, Carlton luggage ensures your peace of mind, so you can focus on the moments that matter. Explore with elegance and security.
• •Headline: Travel Responsibly, Without Sacrificing Luxury. Body: Introducing the Carlton Prestige collection, crafted with GRS-certified recycled materials. Experience the pinnacle of eco-conscious design and enduring quality. Style that speaks volumes, sustainably.