Brand Tone

Aspirational, supportive, and chic. Professional yet friendly, positioning itself as a stylish and indispensable partner for the modern creative professional.

Brand Values

• •Quality and Craftsmanship
• •Functional Design
• •Aesthetic and Style
• •Empowering Creatives

Best Practices

• •Lead with "Stylish Functionality": Always bridge the gap between aesthetics and utility. Every piece of copy should reinforce the idea that Ruby+Rae products are both beautiful and practical. Use phrases like "sleek and smart," "effortlessly organized," and "designed for work, styled for you."
• •Speak the Photographer's Language: Use industry-specific terminology correctly (e.g., "dual bodies," "prime lens," "memory card slots"). This builds credibility and shows you are an authentic part of the community you serve.
• •Emphasize the "Why": Don't just list features; describe the benefits. Instead of "has many pockets," write "a pocket for everything, so you can find your batteries, keys, and cards in seconds." Connect features to real-world scenarios photographers face.
• •Cultivate a Supportive, Community-Centric Voice: Address your audience as fellow creatives and professionals. Use "you" and "your" to make the copy personal. Encourage user-generated content and feature your customers in your marketing to build a strong community narrative.
• •Maintain an Aspirational but Accessible Tone: Your copy should make photographers aspire to own your products, positioning them as a mark of professionalism and style. However, keep the tone friendly and approachable to avoid sounding elitist. Phrases like "your new favorite bag" or "the upgrade you deserve" strike this balance well.

Social Perception

Ruby+Rae is perceived very positively within its niche community of photographers. It is seen as a go-to brand for stylish and functional camera accessories. It is highly recommended, considered a "must-have" item, and trusted for its quality and high-end craftsmanship.

Copy Examples

• •Where Your Gear Meets Your Style. Beautifully functional camera bags designed for the moments you capture.
• •Focus on the 'I do,' not your gear. Our Duo harness keeps two bodies secure and your essentials at your hip, so you never miss a shot. Seamless, stylish, and built for your longest wedding days. #RubyAndRae #WeddingPhotographerGear #CameraHarness
• •Meet The Sidekick—your new essential for every shoot. Crafted from high-quality vegan leather with a plush, customizable interior, this crossbody bag protects your go-to lens and camera while keeping you effortlessly chic. With a quick-access magnetic clasp and a secure camera attachment strap, you're always ready for the perfect shot. Functionality has never looked this good.
• •The wait is over... Introducing The Ruby Backpack.
• •(Upbeat music) Voiceover: 'From golden hour portraits... to chaotic wedding days... and everything in between. We designed our bags so you can focus on what you do best.' (Text on screen: Ruby+Rae - For the Creative in You) #photographerlife #camerabag #whatsinmybag