Brand Tone

Artisanal & Authentic, Luxurious & Sophisticated, Passionate & Inspired, Ethical & Conscious, Confident & Timeless

Brand Values

• •Craftsmanship
• •Quality
• •Artistry & Design
• •Authenticity
• •Sustainability & Ethical Production
• •Individuality & Self-Expression

Best Practices

• •Emphasize "Handmade" and "Artisan": Consistently use terms that highlight the human touch and skill involved (e.g., "handcrafted," "artisan-made," "hand-studded," "meticulously crafted").
• •Tell the Story of Materials: Go beyond just naming materials. Describe their origin (if ethical/sustainable), their feel, and why they were chosen. This reinforces quality and conscious sourcing. (e.g., "supple Italian leather," "naturally dyed suede," "reclaimed wood").
• •Focus on Timelessness over Trends: Position products as lasting investments rather than fleeting fashion items. Use words like "timeless," "enduring," "classic," "heirloom."
• •Speak with Passion and Confidence: Let the language reflect the founder's passion and the brand's belief in its unique value proposition. Avoid overly casual or generic phrasing.
• •Maintain Visual-Verbal Harmony: Ensure the copy consistently reflects the luxurious, earthy, and detailed aesthetic of the brand's visuals. The words should evoke the same feeling as the images.

Social Perception

High-Quality and Durable, Unique and Artistic, Expensive but Worth It (for the target audience), Ethically Minded, Status Symbol (subtle)

Copy Examples

• •Product Description (Sandals): Feel the Californian sun in every step. Our ‘Solana’ sandals are meticulously handcrafted in Los Angeles from the finest vegetable-tanned leather, adorned with signature hand-studded details. Each pair is a testament to timeless design and the soulful touch of our artisans. Invest in art you can wear.
• •Social Media Post (Instagram - showing a craftsman working): The heart of Calleen Cordero lies in the hands of our artisans. Witness the dedication, precision, and passion poured into every stitch, every stud. This isn't just shoemaking; it's a legacy of craftsmanship we're proud to continue. #CalleenCordero #HandmadeLuxury #ArtisanMade #MadeInLA #Craftsmanship
• •Email Subject Line (New Collection): Timeless by Design: Discover the New Collection from Calleen Cordero
• •"Our Story" Snippet: More than a brand, Calleen Cordero is a celebration of artistry. Born from a desire to create beauty that endures, we champion the soulful traditions of handmade craftsmanship, ethically sourcing the finest materials to bring you wearable pieces of art, crafted with integrity in the heart of Los Angeles.
• •Promotional Copy (Limited Edition Item): An heirloom in the making. Experience the exclusive ‘Artisan Legacy’ boot, available in a strictly limited run. Each pair is a unique marriage of sustainable materials and generations of skill, designed for those who collect beauty and live with intention. Secure yours.