Brand Tone

elegant, conscious, and serene

Brand Values

• •Craftsmanship and Quality
• •Timelessness and Effortless Style
• •Sustainability and Environmental Consciousness
• •Authenticity and Heritage
• •Empowerment and Confidence

Best Practices

• •Embrace Storytelling: Continue to weave the narrative of the brand's origins, the founders' friendship, and the inspiration behind each collection into all communications. This personal touch fosters a deeper connection with the audience.
• •Use Evocative and Sensory Language: Describe the textures of the fabrics, the inspiration from nature, and the feeling of wearing the clothes. Use words that evoke elegance, serenity, and natural beauty.
• •Maintain a Consistent Visual Aesthetic: Ensure that all imagery—from product shots to social media content—reflects the brand's clean, minimalist, and nature-inspired look. The visual tone is as important as the written one.
• •Highlight Colombian Heritage Authentically: Celebrate the craftsmanship of the artisans and the natural beauty of Colombia in a genuine way. This is a key differentiator for the brand.
• •Engage with the Community Mindfully: In all interactions, from responding to comments to writing newsletters, maintain the warm, elegant, and appreciative tone that is central to the brand's identity.

Social Perception

Archipiélago is perceived as a high-quality, beautiful, and unique brand. Customers praise the comfort, design, and exceptional quality of the clothing, noting the 'divine' packaging. The brand's narrative of being handcrafted in Colombia by artisans resonates well with customers seeking unique and ethically made products.

Copy Examples

• •Introducing 'Flórea', a collection that blooms with the elegance and natural beauty of a Colombian garden. Each piece, a testament to nature's artistry, is designed to celebrate your own flourishing spirit. Discover timeless designs that whisper tales of sun-drenched landscapes and effortless sophistication.
• •Draped in the spirit of Cartagena. Our Magnolia Midi Dress, crafted from the finest eyelet linen, is more than a garment—it's a feeling. It's the warmth of the sun on your skin and the gentle rhythm of the coast, all woven into one timeless piece.
• •Fashion that feels good, inside and out. Our commitment to the planet is woven into every thread, using mindfully sourced organic fibers. Wear a piece of our world, consciously crafted to honor its beauty.
• •From a shared dream in Paris to the vibrant heart of Colombia, Archipiélago was born. A story of friendship, a passion for art, and a love for timeless design. Every collection we create is a piece of our journey, shared with you.
• •Join the Archipiélago family. Be the first to discover new arrivals, receive exclusive insights into our artisanal process, and share in the beauty of consciously crafted fashion. Enter a world of effortless style.