Brand — How ATTLEE Looks, Sounds, and Behaves

Positioning

FOR urban commuters who refuse to let weather run their day

WE ARE a factory-direct performance carry brand — the people who weld the seams sell the bag

WE BELIEVE technical gear should be quiet, honest, and over-built exactly where it counts

PROMISE every seam welded, every claim tested, every spec printed

Tone of voice

Say "rain test," not "waterproof technology."
Say "factory-direct," not "cutting out the middleman."
Say "780 g," not "ultra-lightweight."
Dry humor is fine. Hype is not.
Every claim must survive the QC floor.

Who we sell to

The 8:15 commuter — bike, train, or foot
The gym-after-work crowd who hate owning two bags
The light traveler who counts grams
Age 25–40, USD $100–200 per bag, buys once and keeps it

Color — ink dominant, amber sparing

Ink #0D1117
Base 70%

Signal Amber #FFB612
Accent ≤5%

Cloud #F2F3F0
Light sections

Moss #4A5A46
Colorway

Bone #E3E1DA
Colorway

Slate #8A8787
Colorway

Type

Archivo — display & body
Headlines · product names · buttons

Aa 780g

IBM Plex Mono — data & labels
Specs · SKUs · eyebrows · trust lines

Photography — 3 rules

1 Product first — one hero angle per shot, nothing competing in frame
2 Texture is proof — weld beads, knit weave and zip hardware get their own macro shot
3 Real weather only — lifestyle shots happen in rain, on platforms, at 8:15. No sunny stock.

Cascade 32L product shot on plain background

Commuter crossing a rainy street at 8:15

Loom Mini Duffle product shot on plain background

Naming system

[Nature word] + [Litres] + [Category]

Cascade 32L Roll-Top · Basin 22L Daypack
Loom 14L Duffle · Weft 16L Duffle

Feature naming: technical name + where it sits + what the user gets. e.g. Welded-Seam Shell / AirGrid 3D Back Panel

Keep the SKU (AT-WF23118) as internal index only; the name leads on the page, the SKU lives on the eyebrow line — buyers remember names, operations track numbers.

Components

Primary CTA: ink background + amber text on dark sections, amber background + ink text on light sections. 4px corners, no drop shadows.
Radius 4–6px throughout — industrial, never soft.

Shop the Commute → 32 L · 780 g

ATTLEE — how the brand looks, sounds, and behaves.