Brand Tone

Artisanal & Passionate, Elegant & Stylish, Functional & Practical, Sustainable & Conscious, Friendly & Approachable

Brand Values

• •Craftsmanship & Quality: "Handcrafted by myself in my Cambridge workshop," "Made to order with care and attention in every detail." Customers confirm the "highest quality."
• •Sustainability & Responsibility: "Whenever possible, the leather used is surplus stock...often destined for landfill." "Our Waste Not range...means we continue to keep leather waste to a minimum."
• •Style & Beauty: "Founded to offer a range of beautiful, handcrafted leather bike bags that look as good on you as they are secure on a bike." "Stylish and made to last."
• •Functionality & Versatility: "Designed to clip on easily and securely to your bike...function and security of a leading pannier but are far too beautiful to be called panniers!" "The most versatile of all our bike bags to be worn day, night or on your bike!"
• •Customer Focus & Personalization: Offering free personalization and Lottie’s direct involvement in customer service highlights this.

Best Practices

• •Emphasize Craftsmanship and Quality: Always highlight that products are handcrafted, made with care, and from high-quality (often surplus) leather. Use words like "meticulously," "artisan," "premium," and "made to last."
• •Integrate Sustainability Naturally: Weave in the message of using surplus leather and the "Waste Not" philosophy as a core benefit, appealing to the conscious consumer. It's not just an add-on; it's part of the brand's identity.
• •Balance Style with Functionality: Showcase the beauty and elegance of the bags while always reminding the audience of their practical design for cyclists. Use phrases that marry these two aspects, like "stylish utility" or "elegance in motion."
• •Maintain a Personal and Approachable Voice: Reflect Lottie's passion and direct involvement. Use a warm, friendly tone, perhaps occasionally using "I" or "we" from the founder's perspective, especially in "About Us" sections or direct customer communications.
• •Use Consistent Visual Storytelling: Ensure photography and videography align with the brand's tone – elegant, showcasing the product's beauty in real-life (on bikes, with stylish outfits) and highlighting the texture and quality of the leather. User-generated content can reinforce authenticity.

Social Perception

Highly Positive: Customers express love for their bags, praising their beauty, quality, and practicality. Appreciation for the Maker: Lottie is seen as helpful, professional, and passionate. Valued for Sustainability: The use of surplus leather is a noted and appreciated aspect. Seen as a Premium, Niche Product: The handcrafted nature, quality materials, and stylish design position the brand as offering high-value, unique items.

Copy Examples

• •Headline: From Your Bike to the Boardroom: Effortless Style, Handcrafted for You. Body: Discover the Pembroke Crossbody, meticulously handcrafted from exquisite surplus leather. Designed for seamless transitions, it’s as secure on your handlebars as it is chic on your shoulder. Ride beautifully, live sustainably. #PedalAndBrass #SustainableStyle #HandcraftedLuxury
• •Headline: Give Waste a New Ride: Our "Waste Not" Collection. Body: Beautiful design shouldn't cost the earth. Our "Waste Not" accessories are lovingly crafted from the finest leather offcuts from our bike bag production. Stylish, sustainable, and uniquely Pedal & Brass. Personalize yours for free! #WasteNotWantNot #EcoChic #CambridgeCrafted
• •Headline: Meet Lottie: The Hands and Heart Behind Your Bag. Body: Every Pedal & Brass bag begins with a passion for cycling and an eye for beauty. Founder and maker Lottie handcrafts each piece in her Cambridge workshop, ensuring quality, style, and a personal touch in every stitch. Experience the difference of true craftsmanship. #MeetTheMaker #HandmadeWithLove #BikeBagsBeautiful
• •Headline: Adventure-Ready, Office-Approved. Body: The Trinity Bucket Bag isn't just a bike bag; it's your everyday companion. Spacious enough for your essentials, stylish enough for any setting, and robust enough for daily rides. Crafted from premium, sustainably sourced leather. Designed for bikes. Made for living. #FunctionalFashion #LeatherBikeBag #PedalInStyle
• •Headline: Limited Edition. Unlimited Style. Body: Our exclusive bike bags are crafted from unique batches of surplus leather, meaning each small run is a limited edition. Embrace sustainable luxury and a style that’s truly your own. Once they’re gone, they’re gone! #LimitedEditionLeather #SustainableChic #ExclusiveDesign