Brand Tone

Artisanal & Appreciative, Poetic & Evocative, Conscious & Thoughtful, Elevated & Effortless, Bohemian & Free-spirited

Brand Values

• •Craftsmanship & Artistry
• •Conscious Consumption & Sustainability
• •Timelessness over Trends
• •Authenticity & Individuality
• •Connection to Nature & Experience
• •Elevated Ease

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document BOTEH's specific vocabulary (e.g., "soulful," "artisan," "effervescent," "wanderlust"), sentence structure preferences (e.g., flowing, somewhat poetic), and emotional intent for different communication channels. This ensures everyone writing for the brand is aligned.
• •Immerse in the Brand's Visual Identity: Copywriters should regularly engage with BOTEH's Instagram, campaign imagery, and website visuals. The ethereal, natural, and detailed aesthetic is a strong guide for the written word. The copy should feel like a natural extension of the imagery.
• •Emphasize Storytelling around Craftsmanship and Inspiration: Instead of just describing a product, tell the story behind its print, the traditional technique used, or the travel destination that inspired it. This reinforces the values of artistry and authentic experience.
• •Maintain a Balance of Aspirational and Grounded Language: While the tone is often poetic and evocative, it should also connect to the tangible benefits of quality, comfort, and conscious choices. Avoid becoming overly abstract. Use words that convey both the dream and the beautiful reality of the product.
• •Consistently Weave in Core Values: Whether it's a product description, social media caption, or email, subtly reinforce values like "conscious," "timeless," "artisan-driven," and "effortless." This repetition, when done authentically, builds a strong and recognizable brand identity.

Social Perception

Positively Perceived for Aesthetics and Quality, Recognized for Ethical Leanings, Seen as Aspirational and Evocative, Niche but Growing Recognition, Potential for Cultural Appropriation Critique

Copy Examples

• •Instagram Post (Image: Close-up of a new floral print dress): Woven from sun-drenched daydreams and the gentle hum of artisan hands. Our new [Dress Name] whispers tales of forgotten gardens and endless summer afternoons. Discover the poetry in every thread. #BOTEH #ArtisanalLuxury #TimelessStyle #ConsciousFashion
• •Website Product Description (For a flowing linen kaftan): Embrace the art of effortless escape with our [Kaftan Name]. Crafted from the softest European flax linen, its silhouette dances with every sea breeze. Each intricate, hand-finished detail is a quiet homage to ancient traditions, designed for the woman who roams freely and lives deeply. More than a garment, it's a feeling of sun on skin and salt in the air. #WearableArt #SustainableElegance #BOTEHWorld
• •Email Newsletter Subject: Wander into Wonder ✨ Our New Collection Has Arrived Dear [Customer Name], Remember that feeling? The thrill of discovery, the beauty of the unhurried moment... We've bottled that essence into 'Passeìo,' our latest collection. Imagine fluid forms, colours that mirror desert sunsets, and textures that invite touch. Each piece is a testament to thoughtful production and the enduring allure of handcrafted artistry. Explore the journey within. [Link to Collection]
• •Facebook Ad (Carousel showing different pieces from a collection): Live the BOTEH life: where every day feels like an escape. Our consciously crafted resort wear is designed for soulful adventures and quiet moments of beauty. From sun-kissed swims to starlit evenings, find pieces that speak to your free spirit and cherish timeless craftsmanship. Shop the collection and wear your story. #BOTEH #BohemianSpirit #EthicalStyle #ResortWear
• •Brand Story Snippet (For "About Us" or a blog post): At BOTEH, we believe in a gentler, more artful way of being. Our name, a nod to the ancient Persian 'paisley,' reflects our reverence for history and the enduring beauty of artisan traditions. We partner with skilled craftspeople, choosing natural fibres and mindful processes to create not just clothing, but cherished companions for your journey – pieces that feel like a second skin, uplifting and comforting in equal measure. This is thoughtful luxury, designed to roam with you, season after season.