Brand Tone

Functional, modern, and aspirational. Direct and informative, focusing on practical benefits. Confident and stylish, appealing to a young, tech-savvy, and fashion-conscious demographic. More energetic and informal on platforms like TikTok.

Brand Values

• •Functionality & Innovation
• •Modern Aesthetics
• •Quality & Durability
• •Security

Best Practices

• •Lead with Function, Follow with Style: Always start by highlighting the practical benefit or solution the product offers (e.g., "stay organized," "keep secure") before mentioning its stylish design. This reinforces the brand's core value proposition.
• •Use Confident & Direct Language: Avoid vague or passive language. Use strong, active verbs and a confident tone that reflects the reliability of the products. Phrases like "Engineered for," "Designed to," and "Built with" work well.
• •Adapt the Tone to the Platform: While the core message should remain consistent, the delivery can be adapted. Maintain the professional and functional tone on the website and in emails, while adopting a more energetic, informal, and visual-first tone for platforms like Instagram and TikTok.
• •Incorporate "Urban" Terminology: Use words and phrases associated with city life to reinforce the brand name and identity. Terms like "Navigate the city," "Your daily commute," "Urban-ready," and "Street-smart" help build a cohesive brand world.
• •Focus on "Peace of Mind": A key emotional benefit of using an Urban Bag is security. Weave this concept into your copy by using phrases like "Worry-free travel," "Move with confidence," and "Secure on the go" to connect the product's features to the customer's emotional needs.

Social Perception

Perceived as a reliable and stylish brand delivering on its promise of functional and secure bags. Seen as an intelligent, on-trend choice for students, young professionals, and commuters who value dependable bags that complement personal style. Positive perception, with opportunities to expand product variety.

Copy Examples

• •Engineered for the City. Designed for Your Life. Discover bags that keep up.
• •Your valuables, secured. Our anti-theft backpack features hidden zippers and slash-proof material, so you can navigate the city with complete peace of mind. 🏙️ #UrbanBags #SecureByDesign #CityProof
• •From campus to coffee shop, carry it all in style. Our backpacks have dedicated space for your laptop, books, and essentials, keeping you organized and ready for anything. Tap to shop the back-to-school collection!
• •That feeling when everything just *fits*. ✨ #bagtour #whatsinmybag #urbanbags #organizationhacks
• •The Urban Collection has arrived. We've combined minimalist aesthetics with maximum functionality to create your new essential companion. Be the first to experience the next wave of urban style.