Brand Tone

Confident, Urban, Witty, Direct, and Passionate, with a slightly Edgy but Approachable feel.

Brand Values

• •Give a Damn
• •Durability & Quality
• •Sustainability & Responsibility
• •Urban Functionality & Innovation
• •Individuality & Self-Expression
• •Fearlessness & Nimbleness
• •Engagement & Community
• •Deliver
• •Lighten Up

Best Practices

• •Channel the "Give a Damn" Ethos: Write with genuine passion for the product, the user's experience, and the brand's values. Be direct, honest, and avoid fluff.
• •Speak Like an Urban Insider: Use language that resonates with a city-savvy audience. Incorporate a bit of wit and energy, but always remain clear and purposeful.
• •Highlight Resilience, Not Just Features: Instead of just listing materials, talk about what they withstand. Frame durability in the context of real-world urban challenges.
• •Empower Individuality: When discussing customization or different styles, focus on how Timbuk2 products enable self-expression and meet unique needs.
• •Be Authentically Sustainable: When talking about eco-friendly practices, be specific and transparent. Focus on the tangible benefits for the planet and the longevity of the product.

Social Perception

Timbuk2 Canada is perceived as a premium brand offering high-quality, durable, and functional bags designed for urban life. Its commitment to sustainability and customization adds significant value in the eyes of consumers.

Copy Examples

• •This city throws everything at you. Your Timbuk2 bag? It just grins and bears it. Built for the grind, backed for life. #UrbanProof
• •Spilled coffee is a commuter's badge of honor. A busted bag isn't. Choose wisely. Choose Timbuk2. #ToughAsHell
• •Our bags are designed to see more cityscapes than landfills. Sustainable materials, lifetime repairs. Because we actually #GiveADamn.
• •Your commute. Your style. Your Timbuk2. Stop blending in and build a bag as unique as your hustle.
• •Conquer the concrete jungle. Then the airport. Then that sketchy alley shortcut. Timbuk2: Ready for your anything.