Brand Tone

Artisanal & Authentic, Ethical & Conscious, Warm & Embracing, Appreciative & Respectful, Stylish & Contemporary, Storytelling & Romantic

Brand Values

• •Fair Trade & Ethical Practices
• •Artisan Support & Empowerment
• •Quality Craftsmanship
• •Cultural Preservation
• •Authenticity
• •Customer Satisfaction

Best Practices

• •Prioritize "Artisan," "Handmade," and "Ethical": Consistently use language that highlights the handcrafted nature of the products and the brand's commitment to Fair Trade principles. Words like "artisan-made," "hand-embroidered," "ethically sourced," and "fair wages" should be staples.
• •Tell the Story: Incorporate storytelling that connects products to the artisans, their traditions, and the cultural heritage of Oaxaca and Chiapas. This reinforces authenticity and emotional connection.
• •Maintain a Warm, Respectful, and Appreciative Voice: The tone should always reflect the meaning of "Abrazo" – an embrace. Address customers and artisans with warmth and respect. Show gratitude for the artisans' skill and the customers' support.
• •Balance Tradition with Contemporary Appeal: While celebrating traditional craftsmanship, ensure the copy also appeals to a modern audience seeking style and quality. Use phrases like "contemporary style," "modern flair," alongside "timeless artisanship".
• •Be Transparent and Informative: Clearly communicate the brand's values, especially concerning Fair Trade and artisan support. Provide details about the materials, craftsmanship, and the positive impact of purchases. This builds trust and educates the consumer.

Social Perception

Positive & Respected, Ethically Conscious Choice, Unique & Special, Trusted, Associated with Quality and Artistry

Copy Examples

• •Headline: Embrace Timeless Style, Empower Artisan Hands. Body: Discover the soul of Mexico woven into every thread. Our new collection features hand-embroidered blouses, born from a collaboration that honors ancient traditions and supports the vibrant communities of Oaxaca. Wear a story. #AbrazoStyle #EthicalFashion #ArtisanMade
• •Instagram Post (with image of an artisan): Meet Maria, one of the incredible women whose skill and passion bring Abrazo Style to life. Each stitch tells a story of heritage and heart. Choosing Abrazo means you're directly supporting Maria, her family, and the future of her craft. Thank you for being part of our fair trade family. #FairTradeFederation #SupportArtisans #MadeInMexico #AbrazoJourney
• •Product Description Snippet (for a dress): The [Product Name] Dress: where contemporary design meets centuries of Oaxacan artistry. Handwoven from the finest cotton and delicately embroidered with motifs inspired by local flora, this dress isn't just a garment—it's an embrace of culture and quality. Feel beautiful, inside and out. #WearableArt #SlowFashion #HandcraftedLuxury
• •Email Newsletter Subject: A Touch of Warmth: New Handcrafted Arrivals from Abrazo. Body: Dear [Customer Name], wrap yourself in the unique beauty of our latest artisan-made treasures. From intricately embroidered tunics to richly woven totes, each piece is a testament to enduring quality and the spirit of "abrazo" – a warm embrace from the heart of Mexico. Shop now and enjoy free shipping on your journey into authentic style. #AbrazoStyle #NewArrivals #FairTradeGifts
• •Facebook Ad: More than just fashion, it's a connection. Abrazo Style brings you contemporary apparel and accessories handcrafted by master artisans in Mexico. We believe in fair wages, sustainable communities, and pieces so special, you'll feel the story woven into them. Explore our collection today. #ConsciousConsumer #MexicanCraftsmanship #StyleWithSubstance