Brand Tone

Sophisticated, Functional, Timeless, Mature, Understated elegance, Reliable

Brand Values

• •Functionality and Originality
• •Quality Craftsmanship
• •Timeless Design
• •Customer-Centric Utility

Best Practices

• •Emphasize the Founder's Heritage: Always connect the brand's quality and unique design to Osamu Kajitani's architectural background and 40+ year history. This is a unique and powerful differentiator.
• •Use a "Functional Elegance" Vocabulary: Consistently use words that blend sophistication with utility. Terms like "intelligent design," "lightweight," "versatile," "timeless," "crafted," and "stress-free" should be staples in the brand lexicon.
• •Focus on "The How" and "The Why": Don't just list features; explain their benefits. Instead of "has many pockets," write "thoughtfully placed pockets to keep you organized on the go." Instead of "2-way strap," write "Adapts to your day with both a hand and shoulder strap."
• •Tell Lifestyle Stories: Frame the product within the brand's core concept of "Work, Play, Travel." Create copy that paints a picture of the customer navigating their busy, multifaceted life with their OSAM bag as a reliable companion.
• •Maintain a Mature and Confident Tone: Avoid slang, excessive exclamation points, or trend-heavy language. The voice should be calm, assured, and respectful of the customer's intelligence, reflecting the product's quality and timeless appeal.

Social Perception

Reliable, high-quality choice for mature and discerning consumers (30s-60s+ women). Perceived as balancing sophisticated aesthetics with everyday usability. Confident, established brand relying on product quality and word-of-mouth, not hype. Positioned as a stress-free and dependable partner for daily activities.

Copy Examples

• •Designed for Life's Journey. Since 1978, OSAM bags have blended architectural precision with timeless style, creating a companion for your every day.
• •From morning commute to weekend escape, the [Product Name] tote adapts to your needs. Crafted from supple, lightweight leather with a versatile shoulder strap, its thoughtfully designed interior holds all your essentials with ease. Experience the perfect fusion of elegance and function.
• •It started with a simple idea: a bag should be both beautiful and intelligent. Founder Osamu Kajitani, an architect by training, has spent over 40 years perfecting this vision. We don't follow trends; we create timeless, functional art for your daily life of work, play, and travel.
• •Discover the Bag You'll Reach For, Day After Day.
• •Effortless Style, Uncompromising Function. Feel the lightness and quality of an OSAM bag. The perfect partner for where life takes you.