Brand Tone

Sophisticated, elegant, confident, refined, aspirational, calm, and assured.

Brand Values

• •Timeless Style
• •Quality Craftsmanship
• •Effortless Functionality
• •Understated Elegance
• •Community

Best Practices

• •Use Refined Language: Always opt for sophisticated and elegant vocabulary. Instead of "cute bag," use "elegant silhouette." Instead of "goes with everything," use "a versatile staple for any wardrobe."
• •Focus on "Why," Not Just "What": Don't just list features. Explain the benefit and the feeling they evoke. For example, instead of "has three pockets," write "thoughtfully designed with three pockets to keep your life organized and seamless."
• •Maintain a Consistent Visual and Verbal Aesthetic: The clean, minimalist visual identity should be matched by clear, concise, and elegant copy. Avoid clutter in both design and text.
• •Engage with Grace: When responding to comments and messages, maintain the brand's sophisticated and helpful tone. Address inquiries with politeness and confidence, reinforcing the brand's premium standing.
• •Create a Brand Voice Guide: Develop an internal document that outlines the brand's tone, key messaging pillars, approved terminology, and words to avoid. This ensures that anyone creating content for the brand does so with a consistent voice.

Social Perception

Chic, trustworthy, and aspirational. Seen as a go-to for stylish, high-quality, and reasonably priced bags. Customers feel part of a fashionable community and associate the brand with a modern, sophisticated lifestyle.

Copy Examples

• •Meet the new icon. Designed with purpose, crafted with passion. Our latest silhouette combines timeless elegance with the demands of a modern day. The perfect companion, from dawn to dusk.
• •Where style meets substance. The Essential Tote is meticulously crafted from premium vegan leather, offering a spacious interior and multiple pockets to keep you organized on the go. Its structured design and polished hardware provide a touch of sophistication to any outfit, making it the ultimate accessory for the discerning woman.
• •Discover the pieces that will define your style this season. Inspired by the warm hues of autumn, our new collection is a tribute to timeless design and everyday functionality. Explore thoughtfully crafted bags that don't just carry your essentials—they elevate your entire look.
• •The bag that keeps up with you. Gram Muvva blends sophisticated design with practical features for a life in motion. Find your forever bag.
• •Style, inspired by you. We love seeing how you wear your Gram Muvva. Tag us for a chance to be featured. #GramMuvva