Brand Tone

Elegant & Sophisticated, Adventurous & Passionate, Personal & Story-driven, Quality-focused & Craft-oriented

Brand Values

• •Quality Craftsmanship
• •Timeless Design & Enduring Style
• •Quiet Luxury & Understated Elegance
• •Adventure & Authenticity
• •Friendship & Personal Connection
• •Conscious Production

Best Practices

• •Embrace Storytelling: Consistently weave the founders' story, the Aspen inspiration, and the Colombian craftsmanship narrative into product descriptions, social media, and journal posts. This reinforces the personal, passionate, and authentic aspects of the brand.
• •Use Evocative and Sensory Language: Describe the leather as "buttery soft," "deceptively light," and its "scent an invitation to elegance." Speak to the feeling of "intuitive luxury" and the "spirit of adventure" to connect with the customer on an emotional level.
• •Maintain an Elegant and Sophisticated Vocabulary: Use words like "timeless," "refined," "enduring," "artisanal," and "understated" to reflect the high-quality, luxury nature of the products. Avoid overly casual slang or overly technical jargon.
• •Highlight Core Values Consistently: Regularly mention key brand pillars such as "quiet luxury," "handcrafted," "designed in Aspen, crafted in Colombia," "eco-conscious," and "made for a lifetime of journeys" across all communications.
• •Focus on the "Why" Not Just the "What": Instead of just listing features, explain the benefit and the feeling they evoke. For example, a bag isn't just "spacious"; it's "your ultimate travel companion, designed to make memories" or "the perfect every day or travel tote for the person who desires easy access to all their essentials." This connects the product to the aspirational lifestyle the brand represents.

Social Perception

High-End / Luxury, Aspen-Centric & Locally Designed, Travel & Lifestyle Oriented, Artisanal & Unique

Copy Examples

• •Headline: Adventure Awaits. Your Companion is Ready. Body: Born from the spirit of Aspen and the heart of Colombian artistry, a Capricho bag isn't just carried, it's experienced. Discover timeless design and enduring leather, crafted for a lifetime of journeys. Where will your Capricho take you? Call to Action: Explore the Collection.
• •Headline: Quiet Luxury. Lasting Impressions. Body: In a world of fleeting trends, Capricho stands for understated elegance. Our handcrafted leather bags speak volumes in their refined simplicity and the buttery touch of Alma leather. Designed in Aspen, made to wander with you. Call to Action: Find Your Signature Piece.
• •Headline: More Than a Bag. It's a Story Waiting to Unfold. Body: Every Capricho bag begins with a journey – from the vision of two friends in Aspen to the skilled hands of artisans in Colombia. Carry a piece that’s as rich in narrative as it is in quality, ready to be filled with your own adventures. Call to Action: Begin Your Journey with Capricho.
• •Headline: The Art of Travel. The Soul of Craftsmanship. Body: Experience the intuitive luxury of Capricho. Deceptively light, yet remarkably durable, our Alma leather bags are designed to be the perfect travel companions. Feel the difference that passion, heritage, and ethical craftsmanship make. Call to Action: Shop Travel Essentials.
• •Headline: Designed in Aspen. Cherished Everywhere. Body: From the inspiring peaks of Aspen to your most cherished destinations, Capricho bags embody a love for design, adventure, and the beauty of handcrafted quality. Discover the piece that feels like it was made just for you. Call to Action: Discover What’s New.