Brand Tone

Aspirational yet Accessible, balancing high-end fashion and sophistication with affordability and practicality. The language is direct and benefit-oriented, describing products' features and their role in the customer's life.

Brand Values

• •Accessible Luxury
• •Modern Elegance with Traditional Roots
• •Functionality and Durability
• •Community and Social Commerce

Best Practices

• •Always Balance Aspiration with Accessibility: In every piece of copy, pair luxurious and elegant descriptors with a reminder of value or an inviting call-to-action, ensuring the 'accessible to all' promise is maintained.
• •Lean into the 'Desi-Modern' Narrative: Explicitly use keywords like 'desi design,' 'traditional craft,' 'modern silhouette,' and 'heritage' in your storytelling to highlight Quill's unique selling proposition.
• •Sell the Function, Not Just the Form: Create copy that details the practical uses of products, mentioning capacity, durability, and versatility to build trust and justify the purchase.
• •Embrace Colloquial Language in Social Media: While website copy should remain polished, social media captions can reflect the authentic voice of customers, occasionally using Roman Urdu or a relaxed tone for stronger community connection.
• •Segment Messaging for Different Audiences: Use aspirational language on visually-driven platforms like Instagram, while leading with value propositions (price, free delivery, functionality) on Facebook and in performance ads to drive conversions.

Social Perception

The social perception of Quill is largely positive, with customers feeling they receive excellent value for money. They praise the product quality, perceiving it as genuinely premium, and appreciate the brand's authenticity, resonating with a Pakistani audience through colloquial language.

Copy Examples

• •Elegance isn't a price tag. It's a feeling. Experience the sophisticated design and premium feel of our Luxe Quilted Handbag, crafted for the woman who defines her own luxury. Your timeless piece awaits. #QuillPK #AccessibleLuxury #PakistanFashion
• •From desi grace to modern glam. Our bags are designed with traditional silhouettes and a contemporary edge, making them the perfect companion for every part of your day. Simple, elegant, and perfectly you. Shop the collection at quill.pk.
• •Special Picks at Rs 1299! Your new style statement is here. ✨ Limited stock on our most-loved designs. Grab yours today and enjoy free delivery on all prepaid orders. Don't wait!
• •POV: You found a bag that’s actually stylish AND fits everything. Our Gold Accent Tote fits not one, but TWO laptops. Plus your makeup, your wallet, your charger... everything. The perfect bag for work, uni, and life. #QuillBags #WorkTote #BagGoals
• •You said it, not us! ❤️ We love hearing how much you adore the quality and style of your Quill bags. Thank you for making us a part of your journey. #QuillFamily #CustomerLove