Brand Tone

Authentic and Understated, Professional and Craft-Oriented, Aspirational and Timeless.

Brand Values

• •Craftsmanship
• •Durability and Longevity
• •Timeless Design
• •Functionality
• •Authenticity

Best Practices

• •Focus on Substance: Use direct, confident, and informative language. Let the quality of the materials and craftsmanship speak for itself, avoiding marketing hyperbole.
• •Show, Don't Tell: Instead of stating that a product is "high-quality," describe its components —such as "heavyweight 20oz canvas" or "solid brass rivets" —to demonstrate its value.
• •Develop a Brand Lexicon: Use a consistent set of words like "Crafted," "Handmade," "Timeless," "Durable," and "Journey." Avoid terms that contradict the brand's values, such as "trendy" or "discount."
• •Be Concise and Purposeful: Reflect the brand's minimalist aesthetic in your writing. Every word should serve a purpose.
• •Connect Features to Values: Elevate product descriptions by linking features to a deeper meaning. It ’s not just a bag; it ’s "a companion for your daily journey, built to withstand time."

Social Perception

High-Quality and Reliable, Niche and Exclusive, Investment-Worthy.

Copy Examples

• •Designed for the Journey. Built for Life. The TRVR Rover Bag. Meticulously handcrafted from 20oz canvas and vegetable-tanned leather to be your enduring companion. This is not an accessory for a season, but a partner for a lifetime of stories.
• •Carry Something That Lasts. We create objects for life. Guided by a belief in timeless design and uncompromising craftsmanship, each TRVR piece is made to endure.
• •A Closer Look at the Craft. Before it becomes part of your journey, it begins with ours. Discover the solid brass hardware and meticulous stitching that define our latest collection. See the details that create lasting quality.
• •(Image of a leather good showing wear and patina) Time adds character. Our full-grain leather is designed to develop a unique patina, telling the story of your journeys. #TRVR #Handmade #BuiltToLast
• •Essential Tools for Modern Life. True utility is found in simplicity. Our accessories are thoughtfully designed and handcrafted to streamline your daily carry. From wallets to key hooks, these are the small essentials, made right.