Brand Tone

Adventurous & Inspirational, Authentic & Timeless, Passionate & Personal, Quality-Conscious & Sophisticated, Ethical & Responsible

Brand Values

• •The Journey Over Destination
• •Adventure & Exploration
• •Quality & Craftsmanship
• •Authenticity & Timelessness
• •Sustainability & Ethical Production
• •Passion & Dreams

Best Practices

• •Embrace Storytelling: Weave the founders' story and the "journey over destination" philosophy into product descriptions, social media (if initiated), and "About Us" sections. Use evocative language that paints a picture of adventure and discovery.
• •Highlight Craftsmanship and Materials: Consistently use terms that reflect quality, durability, and timelessness (e.g., "robust canvas," "vegetable-tanned leather," "handcrafted," "timeless design," "heritage"). Explain the benefits of these materials, such as how leather develops a unique patina over time.
• •Speak to the Adventurous Spirit: Address the customer as an explorer and a traveler, even if their "adventure" is the everyday commute. Use inspirational and aspirational language that encourages them to seek out new experiences with their Drakensberg bag.
• •Maintain Authenticity and Transparency: Be open about where and how the bags are made, emphasizing ethical and sustainable practices. This reinforces the brand's values and builds trust. Avoid overly trendy or slangy language that might detract from the timeless and authentic feel.
• •Use "We" and Personal Touches: Continue the personal approach seen in the founders' story. Using "we" (referring to the Drakensberg team/founders) can make the brand feel more approachable and passionate, aligning with the founders' narrative. When engaging with customers (e.g., in reviews or customer service), maintain a warm, helpful, and personal tone.

Social Perception

High Quality & Durability, Beautiful & Well-Designed, Good Value (Implicit), Ethical & Sustainable (by some), Reliable (mostly), Personal & Trustworthy

Copy Examples

• •Headline: Beyond the Destination: Your Journey Starts Here. Body: At Drakensberg, we believe travel is more than just a checklist of places. It's about the moments in between, the unexpected discoveries, the stories you'll tell for a lifetime. Our handcrafted leather and canvas bags are built to be your trusted companions on every adventure, big or small. Where will your journey take you?
• •Headline: Crafted for a Lifetime of Adventures. Body: Inspired by the spirit of classic exploration, each Drakensberg bag is a testament to timeless design and rugged durability. Made from the finest vegetable-tanned leather and robust canvas, our bags are designed to not only withstand your travels but to become a unique part of your story, gathering character with every mile.
• •Headline: More Than a Bag: It's a Piece of Your Story. Body: Remember when travel was an adventure, not just a commute? We do. That's why every Drakensberg bag is meticulously handmade, echoing the quality of a bygone era. Carry a Drakensberg, and carry the spirit of exploration.
• •Headline: Adventure-Ready. Ethically Made. Body: Explore the world with a clear conscience. Drakensberg bags are crafted with passion in India, using sustainable materials and socially responsible practices. Because we believe true luxury is about making a positive impact – on your journey and on the world.
• •Headline: The Drakensberg Promise: Your Faithful Travel Companion. Body: From bustling cityscapes to untamed wilderness, your Drakensberg bag is designed for every adventure life throws your way. Durable, stylish, and infused with the spirit of exploration, it’s more than luggage – it’s an invitation to live your dream.