Brand Tone

Authentic & Passionate, Knowledgeable & Educational, Appreciative & Respectful, Refined & Curated, Established & Trustworthy

Brand Values

• •Cultural Preservation
• •Authenticity
• •Artistic Excellence & Craftsmanship
• •Fair Trade & Artist Support
• •Passion for Mexico
• •Sharing & Connection

Best Practices

• •Emphasize Heritage and Tradition: Always weave in the historical context and cultural significance of the art pieces. Mention the long-standing history of Carapan (since 1950).
• •Use Evocative and Respectful Language: Employ words that convey passion, artistry, authenticity, and respect for the culture and artisans (e.g., "soulful," "masterful," "heritage," "legacy," "handcrafted with love").
• •Educate and Inform: Share details about the artistic techniques, regional origins, and symbolism behind the pieces, positioning the brand as a knowledgeable guide.
• •Showcase the "Why": Consistently communicate the brand's mission to preserve and share Mexican culture and its love for the art.
• •Maintain a Refined and Passionate Voice: Whether it's a product description, a blog post, or a social media update, the language should consistently reflect a deep appreciation and sophisticated understanding of Mexican folk art, avoiding overly casual or trendy slang that might dilute the brand's established image.

Social Perception

Authoritative Source, High-Quality Purveyor, Culturally Rich, Trustworthy

Copy Examples

• •Carapan: Since 1950, curating the soul of Mexico. Discover authentic, handcrafted folk art that tells the story of our vibrant heritage.
• •More than a sculpture, this is a spirit animal born from Oaxacan tradition. Hand-carved and painted with generations of artistry, each alebrije from Carapan carries a unique story and the vibrant energy of its creator. Bring a piece of Mexico's magical realism into your home.
• •Meet the hands that shape heritage. Maria Santos, a master potter from Jalisco, pours her heart and history into every piece. At Carapan, we're honored to partner with artisans like Maria, ensuring their traditions thrive. #MexicanFolkArt #ArtisanMade #CulturalHeritage #Carapan
• •For over 70 years, Carapan has been more than a gallery; it's a testament to the enduring beauty of Mexican folk art. Our passion is to discover these handcrafted treasures and share their stories with you, connecting you to the heart of Mexico.
• •Unlock the Stories Within: New Arrivals of Exquisite Mexican Folk Art at Carapan