Brand Tone

Confident & Authentic, Urban & Adventurous, Practical & Functional, Slightly Playful & Witty, Conscious & Responsible

Brand Values

• •Durability & Quality
• •Functionality & Practicality
• •Sustainability & Responsibility
• •Individuality & Self-Expression
• •Urban Progress & Mobility
• •Authenticity & Heritage

Best Practices

• •Lead with Durability and Functionality: Always highlight how the product is built to last and designed to make the user's life easier. Use strong, confident language.
• •Weave in the Urban/Travel Narrative: Connect the products to city living, commuting, and travel adventures. Paint a picture of the bag in action.
• •Subtly Emphasize Sustainability: Mention eco-friendly materials or the brand's repair/recycle programs where relevant, reinforcing responsible values without being overly preachy. The "Eco-Story" can be a soft call-to-action.
• •Maintain an Authentic Voice: Draw from the brand's heritage (San Francisco roots, messenger origins) to add depth and authenticity, even when speaking to a European audience.
• •Keep it Clear, Confident, and User-Focused: The language should be easy to understand, assertive in its claims of quality, and always focused on the benefits for the customer. Use phrases that empower the user (e.g., "conquer your commute," "explore your world").

Social Perception

Positive for Durability and Functionality, Seen as a Reliable, Quality Brand, Appreciation for Design and Style, Growing Awareness of Sustainability Efforts, EU Availability and Service

Copy Examples

• •Headline: Built for Your City. Ready for Your World. Body: From cobbled streets to cross-continental journeys, your Timbuk2 bag is engineered for every move you make. Durable, organised, and always in its element. Discover the collection.
• •Headline: Lifetime Tough. Sustainably Crafted. Body: We don’t just make bags; we make companions for the long haul. Responsibly sourced materials and our legendary lifetime warranty mean you can explore more, with less impact. That's the Timbuk2 promise.
• •Headline: Your Day, Organised. Your Commute, Conquered. Body: Stop searching, start doing. With intuitive pockets and a design that understands urban life, Timbuk2 bags turn your daily grind into a smooth ride. Find your perfect work and travel partner.
• •Headline: Beyond the Bag: A Commitment to Lasting Quality. Body: Born from San Francisco grit, designed for European streets. We build our bags to endure, with an Eco-Story woven into every stitch. Invest in a Timbuk2, and carry confidence for years to come.
• •Headline: Smart Design. Effortless Journeys. Body: Whether it’s the daily commute or your next escape, Timbuk2 offers the perfect blend of intelligent features and rugged style. Pack smarter, travel further. Explore our latest arrivals.