Brand Tone

Bold, confident, culturally proud, empowering, celebratory, passionate, personal, direct, stylish, and inspiring.

Brand Values

• •Heritage and Culture
• •Confidence and Empowerment
• •Authenticity and Craftsmanship
• •Modernity and Accessibility
• •Community and Entrepreneurship

Best Practices

• •Lead with "Confidence" and "Culture": Every piece of copy should connect back to the core values of empowerment and heritage. Use powerful, active words like "own," "empower," "celebrate," "unleash," and "declare" alongside words that evoke culture like "heritage," "authentic," "vibrant," and "handcrafted.
• •Tell a Story, Not Just a Spec: Instead of just listing features ("100% cotton"), frame them within a narrative. For example, "Crafted from 100% authentic African cotton, each thread tells a story of tradition and expert craftsmanship.
• •Use a "You-Centric" Approach: Address the customer directly. Focus on how the product makes them feel and what it allows them to do. Shift from "Our jackets are bold" to "Unleash your bold side in our jacket.
• •Maintain a Consistent Vocabulary: Create a short list of on-brand words and phrases (e.g., "statement piece," "modern heritage," "unapologetic style," "vibrant," "confidence") and use them consistently across all platforms, from the website to social media captions.
• •Let Visuals and Copy Work Together: Ensure the confident, bold tone of the copy is reflected in the imagery. Use high-quality photos and videos of diverse models who look empowered and joyful. The copy should enhance the story the visuals are already telling.

Social Perception

Overwhelmingly positive, with customers praising quality, beauty, uniqueness, fast shipping, and craftsmanship. Perceived as a go-to for modern African styles, respected in its niche, and recognized as an inclusive, culturally significant, and community-oriented brand.

Copy Examples

• •Don't just enter the room, own it. Our new Jolie Strapless Dress isn't just a pattern, it's a statement. Handcrafted in Ghana, designed for your power. Tap to shop the look and wear your story.
• •Headline: Heritage Woven into Every Thread. Body: Tired of the same old styles? ANNATEIKO DESIGNS fuses rich West African patterns with the contemporary flair you love. Stand out with handcrafted pieces that tell a story of culture and confidence. Shop our new collection today!
• •Title: The Ankh Bag - Symbol of Life, Statement of Style. Description: More than a handbag—it's a piece of heritage. The Ankh Bag combines authentic African print patchwork with a timeless silhouette, creating a versatile accessory for the modern trailblazer. Featuring a spacious interior and crafted with durable, high-quality materials, this bag is designed to carry your essentials and your confidence. Embrace a legacy of style.
• •Subject: Bold Styles are Calling | Your Summer Confidence, Unlocked.
• •On-screen text: My outfit needed a story. So I gave it one. Caption: Your closet is boring. Let's fix that. #AfricanFashion #Handmade #OOTD #StyleUpgrade #Annateiko