Brand Tone

Passionate & Proud, Craftsman-like & Detail-Oriented, Transparent & Educational, Approachable & Customer-Centric, Ambitious & Innovative

Brand Values

• •Craftsmanship
• •Quality
• •Value & Accessibility
• •Heritage & Authenticity
• •Customer Focus & Education
• •Integrity & Transparency

Best Practices

• •Prioritize Craftsmanship and Detail: Always highlight the hand-welted process, the quality of materials (e.g., "full-grain leather," "natural cork filler"), and the skill of the artisans. Use descriptive language that evokes quality and meticulousness.
• •Emphasize Heritage and Passion: Weave in the story of Agra's shoemaking tradition and the brand's passion for preserving and promoting this heritage. This adds depth and authenticity.
• •Maintain an Educational and Transparent Voice: Explain the benefits of hand-welting, the direct-to-consumer model, and the value proposition. Be open about the craftsmanship involved and why it matters.
• •Be Approachable and Personal: Even when discussing high-level craftsmanship, maintain a tone that is accessible and inviting. Reflect the personal touch that customers often experience when interacting with the brand.
• •Showcase Pride and Ambition (Humbly): Express pride in Indian craftsmanship and the brand's goal to compete with global standards, but do so in a way that focuses on the quality of the product and the skill of the artisans rather than overt boasting.

Social Perception

High-Value Provider, Champion of Indian Craftsmanship, Artisanal & Skillful, Trustworthy & Improving, Innovative & Passionate

Copy Examples

• •Headline: Beyond the Stitch: The Soul of Indian Shoemaking. Body: "At BLKBRD, every hand-welted shoe is a testament to generations of Agra's artistry. We don't just make footwear; we pour passion and heritage into leather, crafting pieces that tell a story of skill, dedication, and the pursuit of perfection. Experience the true sole of India."
• •Headline: Crafted by Hand. Priced for You. The BLKBRD Promise. Body: "Why should exceptional craftsmanship be a rare luxury? We believe in honest value. By connecting directly with you, we bring traditionally hand-welted shoes, made from the finest natural materials, within reach. Discover the BLKBRD difference – where quality meets integrity."
• •Headline: More Than a Shoe, It's a Conversation. Body: "From selecting the perfect hide to the final hand-stitch, we're dedicated to the art of shoemaking. But our journey doesn't end there. We're here to share our passion, educate on the craft, and create footwear that’s uniquely yours. Let's talk shoes."
• •Headline: Elevating Tradition: Agra's Artistry, Global Standards. Body: "Our mission is clear: to place Indian craftsmanship on the world stage it deserves. Each BLKBRD shoe is meticulously handcrafted by seasoned artisans, blending timeless techniques with contemporary vision. Wear a piece of our pride."
• •Headline: The Anatomy of Excellence: Hand-Welted, Heart-Crafted. Body: "Dive deep into the world of authentic shoemaking. At BLKBRD, 'handcrafted' isn't a buzzword—it's the painstaking process of hand-lasting, hand-welting, and hand-finishing that ensures unparalleled durability and comfort. Know your shoes, value the craft."