Brand Tone

Authentic, Ethical & Conscious, Appreciative & Respectful, Warm & Evocative, Informative & Story-driven

Brand Values

• •Ethical Sourcing & Fair Trade: Ensuring artisans are paid fairly and work in good conditions. This is a core, explicitly stated value.
• •Authentic Craftsmanship: Valuing and preserving traditional Moroccan artisanal skills and techniques.
• •Cultural Appreciation: Celebrating and sharing the richness of Moroccan culture.
• •Quality & Natural Materials: Offering high-quality, handcrafted products made from natural and sustainable materials where possible.
• •Community & Empowerment: Supporting artisan communities, with a particular focus on empowering women in rural areas.
• •Transparency: Sharing information about their commitments and the origin of their products.

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone, values, personality, a 'do and don't' list for language, and specific vocabulary or phrases that align with the brand (e.g., using words like "soul," "heritage," "artisan," "handcrafted" consistently).
• •Always Tell a Story: Whether it's about a product, an artisan, or a cultural tradition, frame the copy within a narrative that connects with the brand's core values of authenticity and cultural appreciation.
• •Emphasize the 'Why': Go beyond describing what a product is. Explain *why* it's special – its origin, the skill involved, the ethical impact of purchasing it. This reinforces the conscious and ethical tone.
• •Use Evocative and Sensory Language: Appeal to the senses to transport the customer to Morocco. Use descriptive words that highlight the texture, scent (if applicable), and visual beauty of the products and their origins, maintaining that warm and appreciative tone.
• •Be Consistent Across All Channels: Ensure that the tone used on the website, in product descriptions, email marketing, and any future social media or customer service interactions is uniform. This builds trust and reinforces brand identity. Train anyone creating content on the brand voice.

Social Perception

Trustworthy, culturally rich, and socially responsible.

Copy Examples

• •Product Description (for a ceramic bowl): Hand-shaped by master artisans in Fes, each curve and painted detail of this Tagine bowl tells a story of ancient Moroccan tradition. Crafted from locally sourced clay and adorned with natural pigments, it brings not just beauty to your table, but a piece of a vibrant heritage. Serve your meals with soul.
• •Social Media Post (if they had one, promoting a new collection): Discover the warmth of Morocco woven into every thread. Our new collection of Berber cushions has arrived, each one a testament to the skill and spirit of the women artisans we proudly partner with. More than decor, it's a story of empowerment. #LeSoukDeLili #MoroccanCraft #EthicalHome #ArtisanMade #FairTradeDecor
• •Email Newsletter Snippet (introducing an artisan): Meet Fatima, the incredible weaver behind our latest collection of hand-knotted rugs. From her small village in the Atlas Mountains, Fatima pours generations of skill and passion into every piece. By choosing her creations, you're directly supporting her family and helping keep an ancient craft alive. Read her story on the Journal.
• •Our Engagements' Page Snippet: At Le Souk de Lili, 'ethical' isn't just a buzzword – it's the loom on which our brand is woven. We journey to the heart of Morocco to build lasting relationships with artisans, ensuring fair wages, respectful collaboration, and the celebration of their incredible talent. Every purchase empowers.
• •Website Banner Text: Le Souk de Lili: Authentic Moroccan Craftsmanship. Ethically Sourced. Lovingly Delivered.