Brand Tone

Aspirational, conscious, and story-driven; ethical and sincere, artistic and cultured, free-spirited and bohemian, and inspirational.

Brand Values

• •Ethical Sourcing & Fair Trade
• •Community Empowerment
• •Cultural Preservation
• •Sustainability
• •Authenticity & Quality

Best Practices

• •Lead with the "Why": Always start with the story behind the product. Whether it as the artisan, the community, or the tradition, this narrative is the strongest part of the brand. The "what" (the product) should follow the "why" (the purpose).
• •Use Conscious Keywords: Consistently integrate terms like "artisan-made," "handcrafted," "ethically sourced," "fair trade," "community," and "sustainability" across all platforms to reinforce brand values.
• •Celebrate the Creator, Not Just the Creation: In product descriptions and social media posts, name the artisan group or community whenever possible (e.g., "crafted by the women of the Maasai Mara Collaborative"). This authenticates the brand's claims and builds a stronger connection with the audience.
• •Maintain a Warm and Aspirational Voice: The tone should be inviting and inspiring, not preachy. Frame the act of purchasing as a positive, empowering choice for the customer, allowing them to be part of a greater good.
• •Ensure Visual and Textual Harmony: The free-spirited, earthy, and artisanal aesthetic of the products should be mirrored in the visuals. Use high-quality, authentic imagery of the products, ideally showing them in lifestyle settings that evoke the bohemian spirit. The copy should then complement these visuals by telling their story.

Social Perception

Caravan Maya is perceived as a mission-driven enterprise, not just a retail store. Customers are drawn to its story, ethical stance, and aesthetic. A purchase from Caravan Maya is seen as a statement of personal values, supporting global communities and sustainable practices.

Copy Examples

• •This isn't just a bag. It's a story woven by the hands of the Maasai Women Collaborative in Kenya. Each bead is a testament to tradition, and every purchase empowers their community. Carry a piece of their legacy. #EthicalFashion #HandcraftedWithLove
• •Transform your space into a sanctuary of global art. Our latest collection of home decor is handcrafted by artisans in Rajasthan, India, using techniques passed down for generations. Adorn your home with purpose and soul. #ArtisanMade #GlobalDecor
• •Style that feels as good as it looks. At Caravan Maya, we believe in fashion that honors both people and the planet. Explore our new eco-friendly apparel and join a movement of conscious consumers making a world of difference. #FairTradeFashion #WearTheChange
• •The perfect bohemian accent. Hand-carved and assembled in Mexico, this one-of-a-kind piece connects you to a rich history of artistry. Let your jewelry tell a story of beauty and empowerment. #BohemianSpirit #SupportArtisans
• •Caravan Maya: Your destination for socially conscious, bohemian fashion. We bring the world's artisans to your wardrobe, with every purchase supporting fair trade and community empowerment. Live free, shop ethically.