Brand Tone

Artisanal, Evocative, and Heritage-Proud. It is sophisticated but approachable, focusing on storytelling and the emotional connection to the product.

Brand Values

• •Tradition & Heritage
• •Quality & Craftsmanship
• •Authenticity & Uniqueness
• •Sustainability & Conscious Consumption
• •Emotional Connection

Best Practices

• •Lead with Story: Always frame product descriptions and brand messages within the larger narrative of family, tradition, and craftsmanship. The "About Us" section is a goldmine for this.
• •Use Evocative Language: Employ sensory and poetic words. Instead of "high-quality shoes," use phrases like "design born from craft," "a conversation between idea and craft," and "tradition that transforms."
• •Emphasize the "Why," Not Just the "What": Communicate the values behind the brand. Talk about conscious consumption, the fight against mass production, and the desire to create lasting products.
• •Maintain a Warm and Personal Voice: Use "we," "us," and refer to the artisans (the father-daughter duo). This reinforces the human element behind the brand. Address the customer directly with "you" and "yours" to create a personal connection.
• •Visual and Textual Harmony: Ensure that all visual content (photography, website design) reflects the same artisanal, heritage-proud, and sophisticated tone as the copywriting. The aesthetic should feel natural, artistic, and rooted in Mexican culture.

Social Perception

Niche, high-quality artisanal brand, appreciated by a select audience that values design, craftsmanship, and story over fast fashion trends. Perceived as a guardian of traditional techniques, presented in a modern context.

Copy Examples

• •The Sabina shoe is not just made, it is brought to life. Full-grain leather meets the patient hands of our master craftsman, creating a story in every stitch. This is not a shoe for a season, but a companion for your journey. Walk with intention.
• •From a workshop in León, where tradition lives in the hands of a father, to the design studios in Yucatán, where a daughter dreams them anew. Caliché is a conversation between generations, a pact to create beauty that lasts. Each pair holds our story, ready to become a part of yours.
• •In a world of the identical, we choose the unique. Our low-production philosophy means we only create what is necessary, in limited editions that are never repeated. Your Caliché shoes are yours alone, a statement of individuality in a world of conformity.
• •For slow walks and new discoveries. For the woman who carries stories in her soul and seeks art in the everyday. Caliché is more than a shoe; it's a piece of Mexico, a step towards mindful living, a celebration of the path you forge.
• •What stories will your shoes tell? Discover the 'Ofelia' collection and find the pair that speaks to you. Handcrafted with love, destined for adventure. Explore our limited editions.