Brand Tone

Empowering, Authentic, and Celebratory

Brand Values

• •Creativity & Craftsmanship
• •Empowerment
• •Authenticity & Heritage
• •Community
• •Innovation

Best Practices

• •Lead with the 'Why': Always connect products back to the core mission. Don't just sell an item; sell the story, the empowerment, and the cultural value behind it. The 'why' is your strongest asset.
• •Spotlight the Creator: Use the creator's name, location, and story whenever possible. This reinforces authenticity and builds a human connection between the customer and the maker, transforming a transaction into a relationship.
• •Use Empowering Language: Employ active, positive, and inspiring words. Phrases like 'Discover,' 'Celebrate,' 'Empower,' and 'Connect' align with the brand's celebratory and mission-driven tone. Avoid passive or purely transactional language.
• •Educate, Don't Just Sell: Use copy to educate the audience about the cultural significance, materials, or techniques used in the craft. This adds value, positions the brand as an authority, and deepens the customer's appreciation for the product.
• •Maintain a Consistent Voice Across All Channels: Whether writing a tweet, an Instagram caption, or a product description, the voice must remain consistent. Create a simple brand voice guide that outlines the tone (Empowering, Authentic, Celebratory) and key messaging points for anyone writing on behalf of the brand.

Social Perception

The public perceives Afrinova as a premium, trustworthy, and mission-driven marketplace. It is seen not just as a retail platform, but as a movement that supports ethical consumption and cultural appreciation. Customers and observers value its role in showcasing a modern, creative Africa, moving beyond outdated stereotypes. The brand is respected for its curated approach and its genuine commitment to the artisans it represents.

Copy Examples

• •More than a handbag. It's a story woven in Ghana, a tradition passed down through generations, and a statement of bold, authentic style. Carry a piece of heritage. Discover the new collection from [Creator Name], exclusively on Afrinova. #MadeInGhana #WearableArt #Afrinova
• •The Soul of African Creativity, Delivered to Your Doorstep. Shop unique, handcrafted designs from the continent's most talented creators and become part of their story.
• •Tired of mass-produced? Choose design with a purpose. Every purchase on Afrinova directly empowers an African artist, fueling their passion and preserving their craft. Shop beautiful. Shop ethical. Shop Afrinova.
• •Meet Femi, the Sculptor Turning Metal into Magic. From his small workshop in Lagos, Femi breathes life into discarded materials, creating stunning sculptures that speak of resilience and hope. We believe his story deserves to be told. Read more and see his incredible work on the blog today.
• •Art that transforms a house into a home. These vibrant, hand-painted ceramics from Kenya bring warmth, color, and a story of authentic craftsmanship to any space. Explore home decor on Afrinova. #AfricanDecor #HandmadeHome #CeramicArt