Brand Tone

Durable & Tough, Urban & Streetwise, Functional & Practical, Sustainable & Responsible, Authentic & Community-Oriented, Confident & Slightly Playful/Quirky

Brand Values

• •Durability & Quality
• •Sustainability & Environmental Responsibility
• •Functionality & Thoughtful Design
• •Individuality & Customization
• •Urban Progress & Mobility
• •Community & Giving Back

Best Practices

• •Emphasize Durability & Longevity: Consistently use strong, confident language that speaks to the toughness and "built-to-last" nature of the products.
• •Maintain an Urban & Active Voice: Frame product benefits and stories within the context of city life, commuting, and active urban lifestyles.
• •Highlight Practicality & Smart Features: Clearly communicate the functional benefits and intelligent design elements that make the bags useful for everyday urban challenges.
• •Weave in Sustainability Naturally: Integrate messages about recycled materials, repair programs, and environmental responsibility as core aspects of the brand's value, not just an afterthought.
• •Be Authentic & Relatable: Connect with the heritage of the brand (San Francisco origins, messenger roots) while speaking directly to the needs and aspirations of the modern Singaporean urbanite. Avoid overly corporate or generic language; let the brand's confident, slightly gritty, and responsible personality shine through.

Social Perception

High-Quality & Durable, Reliable Brand, Stylish & Functional for Urban Dwellers, Eco-Conscious Choice, Premium but Worthwhile Investment, Evolution and Heritage

Copy Examples

• •Headline: Conquer Your Commute. Built for the City Grind. Body: From crowded trains to unexpected downpours, your Timbuk2 bag is engineered to handle whatever the Singaporean cityscape throws your way. Tough, smart, and ready for anything. #Timbuk2SG #UrbanProof
• •Headline: Lifetime Companion. Sustainable Style. Body: We don't just make bags; we make gear that lasts. With our lifetime warranty and focus on recycled materials, choose a Timbuk2 bag and make a statement for durability and a healthier planet. #BuiltToLast #SustainableSG
• •Headline: Your City. Your Bag. Your Rules. Body: Express your urban identity. Our customizable bags are designed to be as unique as your Singapore journey. Tough enough for every day, stylish enough for everywhere. #MyTimbuk2 #SingaporeStyle
• •Headline: Less Landfill. More Adventures. Body: Our Timbuk2 Life Cycle program means your bag lives on – through repair, repurposing, or recycling. We’re committed to reducing waste and keeping gear rolling. Join us in making a difference. #GiveADamn #Timbuk2Repair
• •Headline: Engineered for the Hustle. Designed for Life. Body: Whether it's your laptop, gym gear, or weekend essentials, pack it all with confidence. Timbuk2 bags: intelligently designed for seamless urban mobility in Singapore and beyond. #WorkPlayLive #SmartCarry