Tono de Marca

Minimalist, Purposeful, and Confident

Valores de Marca

• •Sustainability through Longevity
• •Timeless Design
• •Uncompromising Quality
• •The Power of Colour
• •Cultural & Community Engagement

Mejores Prácticas

• •Be Economical with Words: Use clear, direct, and concise language. Avoid unnecessary adjectives and adverbs. Let strong nouns and verbs do the work. The brand’s confidence comes from its directness.
• •Lead with Purpose: Frame product announcements and brand messages within the core values of sustainability and timeless design. Always connect the "what" (the product) to the "why" (the philosophy).
• •Speak of Colour and Form: Use the visual language of the brand in the copy. Refer to the iconic "flash," the structure of the bag, and use specific, evocative colour names. The copy should complement the visual identity.
• •Maintain a Cultured Tone: Reference design principles (Bauhaus), art, and culture where appropriate, as seen with the Artek collaboration and film screenings. This elevates the conversation and connects with the target audience's interests.
• •Show, Don't Shout: The copy should be confident but never arrogant or loud. Use statements of fact about the product's quality and design philosophy rather than exaggerated marketing claims. The product’s reputation speaks for itself; the copy should simply reinforce it.

Percepción Social

Overwhelmingly positive, viewing the bags as design objects, seeing the brand as a pioneer of sustainable style, recognizing the products as a worthwhile investment, and acknowledging its cult status among design-conscious consumers.

Ejemplos de Copy

• •A study in form and colour. Introducing The New Tote Bag in Petrol. Built for life. #susanbijl
• •The most sustainable product is the one you never have to replace. That’s the idea behind every bag we’ve made for over 20 years. Crafted from durable ripstop nylon to carry your life, not to create waste. Discover a design that lasts.
• •Maximum function, minimal form. The New Bum Bag is designed for essentials, keeping your hands free and your items secure. Its lightweight, super-strong construction makes it a reliable companion for daily errands or worldwide travels. One bag is all you need.
• •Shared principles. Iconic design. Our collaboration with Artek celebrates a mutual philosophy: design for longevity. Colour-curated by Susan, this collection unites two classics in a new interpretation of form. Available now. #susanbijl #artek
• •More than a bag. A commitment to timeless design and a cleaner planet. This is SUSAN BIJL.