Brand Tone

artisanal, eco-conscious, and appreciative

Brand Values

• •Ethical Production/Upcycling
• •Craftsmanship/French-Made
• •Practicality and Modularity
• •Durability/Longevity
• •Uniqueness/Surprise

Best Practices

• •Emphasize "Upcycled" and "Ethical": Consistently highlight the use of surplus luxury leather and the eco-conscious aspect in product descriptions, social media posts, and "about us" sections. This reinforces a core brand value.
• •Showcase "French Craftsmanship": Mention "Made in France" or "Crafted in Saint-Nazaire" to underscore quality and artisanal value.
• •Use Warm and Appreciative Language: Maintain a tone that is grateful to customers and passionate about the products. Phrases like "We love seeing how you style your FFIL" or "Thank you for being part of our story" can be effective.
• •Highlight Practicality and Modularity: Clearly explain and visually demonstrate how the bags can be transformed or used in different ways. Use descriptive language that focuses on the cleverness and versatility of the designs.
• •Maintain Visual Consistency: Ensure that the photography style across the website and social media reflects the artisanal, quality-focused, and slightly rustic-chic aesthetic of the brand. This visual tone should complement the written copy.

Social Perception

Customers perceive FFIL positively. They appreciate the unique designs, the quality of the upcycled leather, the lightness of the bags, the practicality, and the brand's eco-friendly stance. Customers also enjoy the ability to customize by choosing leather colors.

Copy Examples

• •Headline: Sustainable Style, Uniquely Yours. Discover FFIL Upcycled Leather Bags. Body: Crafted in France from the finest surplus leathers of the luxury world. Our bags aren't just beautiful and practical; they're a statement of conscious elegance. Find a FFIL companion that tells your story.
• •Headline: The Art of Transformation. The FFIL Bag. Body: One bag, endless possibilities. Our modular designs adapt to your day, your style, your life. Experience the cleverness of French leather craftsmanship. #ffil #ModularBag #MadeInFrance
• •Headline: More Than a Bag: A Commitment. Body: At FFIL, we believe in beauty that endures and ethics that inspire. Each stitch carries 18 years of passion for upcycled leather and timeless design. Wear the change.
• •Headline: Light on Your Shoulders, Kind to the Planet. Body: Customers rave about the surprising lightness and everyday practicality of our leather bags. Made with love in Saint-Nazaire from carefully selected upcycled materials. What will your FFIL story be?
• •Headline: Your Colors, Your FFIL. Body: Love our designs? Make them truly yours. Many of our customers adore choosing their own leather colors to create a one-of-a-kind FFIL bag. Explore the collection and imagine the possibilities.