Brand Tone

Warm and Welcoming, Passionate and Enthusiastic, Encouraging and Supportive, Artisanal and Creative, Personal and Authentic

Brand Values

• •Passion for Handmade Crafts
• •Creativity and Self-Expression
• •Quality and Dedication
• •Community and Connection
• •Well-being and Mindfulness
• •Sustainability and Respect for the Environment
• •Personalized Attention

Best Practices

• •Always Be Warm and Personal: Address your audience directly and use inviting language. Share personal anecdotes or behind-the-scenes glimpses when appropriate to reinforce the human element of the brand.
• •Emphasize the Joy of Creation: Focus on the positive emotions associated with crafting – relaxation, satisfaction, pride, and fun. Use words that evoke creativity and inspiration.
• •Be Encouraging and Inclusive: Reassure beginners that no prior experience is necessary and highlight the supportive learning environment. Celebrate the efforts and creations of your community.
• •Highlight Quality and Passion: Subtly weave in mentions of the quality of materials and the dedication that goes into every product and workshop. Let your passion for the craft shine through.
• •Maintain Authenticity: Stay true to the story of Mónica and Luis and the core values of the brand. Avoid overly corporate or impersonal language. Let the genuine love for their craft and their customers guide your communication.

Social Perception

Highly Positive, Therapeutic and Relaxing Escape, Excellent Teachers, Fun and Engaging Activity, High-Quality Experience, A Place to Discover New Passions

Copy Examples

• •Instagram Post (Workshop Promotion): "Unwind, create, and connect. ✨ Join our cozy macrame workshop this Saturday and discover the joy of making something beautiful with your own hands. No experience? No problem! Mónica and Luis will guide you every step of the way. Link in bio to book your spot! #Apachucharte #MacrameMadrid #DIYCrafts #HandmadeWithLove #CreativeEscape"
• •TikTok Video Caption (Showcasing a Finished Tufting Project): "From fluff to fabulous! 😍 Watch the magic happen in our tufting workshop. So proud of what our amazing students create! Want to make your own unique rug? Tap the link in our bio! #Tufting #ApachucharteTufting #MadridPlanes #HandmadeDecor #CreativeFun #DIYWorkshop"
• •Website Product Description (DIY Macrame Kit): "Ready to knot your way to relaxation? Our DIY Macrame Plant Hanger Kit has everything you need to create a stunning piece for your home. Perfect for beginners, this kit includes high-quality, eco-friendly cords and step-by-step instructions from Mónica. Bring a touch of handmade charm to your space! #ApachucharteKits #MacrameLove #HandmadeHome #SustainableCrafts #MindfulMaking"
• •Email Newsletter Snippet (Brand Story): "At Apachucharte, every knot tells a story. Founded by Mónica and Luis, a couple united by their passion for handmade crafts, we believe in the power of creating with your hands to bring joy and tranquility. Discover our world of artisanal workshops and unique pieces, all made with love and dedication. [Link to About Us page] #ApachucharteStory #PassionForCraft #HandmadeCommunity #MeetTheMakers"
• •Facebook Ad (General Workshops): "Tired of the same old routine? 🤔 Spark your creativity at Apachucharte! We offer a variety of artisan workshops in Madrid – from macrame and tufting to basket weaving. Learn new skills, meet new people, and take home your own handmade treasure. Gift yourself a moment of peace and creation. Find your perfect workshop today! [Link to Workshop Page] #ApachucharteWorkshops #MadridCreativo #HandmadeExperience #LearnSomethingNew #CraftTherapy"