Brand Tone

empowering, elegant, and practical

Brand Values

• •Thoughtful Craftsmanship and Quality
• •Functionality and Simplification
• •Versatility and Personal Style
• •Community

Best Practices

• •Embrace the "Gladiator" Metaphor: Consistently use language that frames the customer as a strong, modern "warrior" or "gladiator." Use empowering verbs and confident phrasing that speaks to resilience, purpose, and style.
• •Lead with Function, Elevate with Elegance: Start by highlighting the practical benefit (hands-free, simplifies your day) and then describe the product with elegant, sensory language (buttery-soft leather, refined hardware, timeless).
• •Use the "Mix & Match" Language: Always reinforce the modularity and personalization of the products. Encourage customers to "Build Your Bundle," "Make it Yours," and create their own "collection." This promotes higher average order values and reinforces the value of versatility.
• •Maintain a Refined Vocabulary: Stick to sophisticated and intentional language. Avoid slang or overly casual terms. Words like "crafted," "considered," "intuitive," and "effortless" align perfectly with the established tone.
• •Weave in the Founders' Story: Periodically remind your audience of the "why" behind the brand—that it was created by two busy women, Kirsten and Sigal, to solve a real-world problem. This adds authenticity and a human touch that builds trust and connection.

Social Perception

Overwhelmingly positive; customers perceive products as high-quality, elegant, functional, essential, and appreciate excellent, fast service. They use words like "love it," "amazing," and "perfect."

Copy Examples

• •Conquer Your Day, Hands-Free. From the morning coffee run to the evening unwind, your life doesn’t stop. Neither should your style. Our butter-soft leather crossbody sets keep your essentials secure and your hands free for what truly matters. Live your life in motion. #MyArmadura #ModernGladiator #HandsFreeLiving
• •Refined Essentials, Built for Motion. Elegant, functional, and yours to create. Build your Armadura set today and simplify the way you carry.
• •Your Everyday Armour Awaits (+ Free Shipping)
• •More than a case, it’s your command center. Crafted from premium, pebble-grain leather, the Armadura Envelope Cover guards your iPhone, cards, and cash with effortless elegance. The secure press-stud closure and thoughtful design mean you’re always ready for the next moment. Masterfully crafted, for the master of her day.
• •Your Style, Your Armour. Black and Python? Creme and Taupe? Create a look as unique as you are. Our versatile crossbody straps and covers are designed to mix and match, moving seamlessly with your life. What will your Armadura look like? Shop the collection.