Brand Tone

Artistic, soulful, educated, and intentional, with a confident, unapologetic, elegant, and modern voice.

Brand Values

• •Sustainability
• •Craftsmanship & Quality
• •Timelessness
• •Cultural Richness
• •Purpose & Artistry

Best Practices

• •Lead with the "Why": Always connect the product back to the core values of sustainability, artistry, and slow fashion. Don't just sell a bag; sell the philosophy behind it.
• •Use Story-Driven Language: Incorporate elements of the founder's journey, the Armenian heritage, and the Italian craftsmanship. Words like "soulful," "heritage," "artisan," and "intentional" should be staples.
• •Be Confidently Transparent: Don't shy away from explaining why the product is expensive. Frame the cost as a direct result of superior, ethical, and sustainable practices, as seen in the phrase "It's slower. It's harder. And yes, it's more expensive. But the result is worth it."
• •Emphasize "Timeless" over "Trendy": Avoid language tied to fleeting trends. Focus on concepts like "enduring style," "modern heirlooms," and "timeless silhouettes" to reinforce the brand's position against fast fashion.
• •Maintain an Educated, Elegant Tone: The copy should be intelligent and sophisticated. It should educate the consumer about the innovative materials and the thoughtful process, empowering them to make a conscious choice.

Social Perception

BIAYNA is perceived as an emerging, founder-led luxury brand in the sustainable fashion niche, innovative for its use of next-generation materials. Its compelling narrative, centered on a female entrepreneur with a strong artistic and cultural vision, contributes to its image as an exclusive and aspirational brand, shaped largely by its own marketing and press due to its high price point and 'slow fashion' model.

Copy Examples

• •This is not a seasonal trend. It’s a statement of intent. Crafted from innovative cactus leather and shaped by Italian artisans, the [Bag Name] is designed to last a lifetime, not just a fashion cycle. Because true luxury is timeless. #Biayna #SlowFashion #SustainableLuxury
• •Luxury Should Leave a Legacy, Not a Footprint. BIAYNA was born from a desire for something better—a bag that honors both artistry and the earth. We rejected the shortcuts of fast fashion to bring you a piece that is soulful, sustainable, and unapologetically modern. Discover a new standard of elegance.
• •Artistry you can carry. Purpose you can feel.
• •More Than a Bag. It’s a Belief. Artisan-made with revolutionary plant-based leathers. Designed in Armenia, refined in Italy, and carried by women who care.
• •Style with substance. Our bags are for the modern woman who navigates the world with grace and conviction. Made from sustainable grape leather, it’s proof that ethics can be exquisite.