Brand Tone

Passionate, educational, and professional; aims to be a cultural ambassador, celebratory, respectful, welcoming, and trustworthy.

Brand Values

• •Authenticity
• •Quality
• •Cultural Heritage
• •Customer-Centric Service
• •Family & Passion

Best Practices

• •Lead with Authenticity: Always use words like "authentic," "genuine," "handcrafted," and "traditional" when describing products to reinforce the core brand value.
• •Educate, Then Sell: Frame product descriptions with cultural context or historical significance before listing specifications. This builds value beyond the physical product.
• •Maintain a Professional & Passionate Voice: The copy should be clean and professional in structure but infused with passionate and celebratory language. Avoid slang or overly casual phrasing to maintain a premium feel.
• •Emphasize Quality and Craftsmanship: Use descriptive words that evoke a sense of high quality, such as "intricate," "vibrant," "meticulously crafted," and "premium," to justify the product's value.
• •Tell the "Why" Behind the "What": Every piece of copy should connect back to the brand's mission el celebrating African heritage. Whether writing about a new product or a company update, anchor the message in this foundational value.

Social Perception

Perceived as a credible, high-quality, and authoritative source for authentic African fabrics within its niche. Strong perception among existing customers and industry watchers, but limited visibility and engagement for a wider audience due to lack of social media presence.

Copy Examples

• •Wear a Masterpiece. Discover the Unmatched Vibrancy of Authentic African Wax Prints.
• •More than fabric, this is a story woven in thread. Each pattern in our authentic Kente cloth carries generations of Ghanaian heritage. Own a piece of history and express your story with pride.
• •From a family's passion to Canada's premier source for African textiles. We travel the world to bring you the most authentic, vibrant, and high-quality fabrics because we believe in celebrating the artistry of Africa.
• •Your Next Creation Starts Here ✨ New Arrivals in Hollandaise Prints.
• •Don't just choose a fabric, choose a legacy. For a limited time, receive a complimentary Gele with any purchase over $150. Shop the collection that celebrates true African craftsmanship.