Brand Tone

Authentic, personal, and story-driven. Warm and friendly, not corporate. Focuses on direct, human connection and family narrative.

Brand Values

• •Authenticity & Tradition
• •Artisanship & Quality
• •Ethical Collaboration & Fair Trade
• •Community & Family

Best Practices

• •Always Tell the Story: Every piece of copy, from a social media caption to an email, should connect the product back to its origins—the weaver, the Atlas Mountains, the traditional methods, and the story behind the symbols.
• •Use Warm, Personal, and Inclusive Language: Write as if you are speaking directly to a friend. Use 'we,' 'our family,' 'our partners,' and address the customer as 'you.' This builds on the 'straightforward and friendly' philosophy.
• •Emphasize Authenticity and Natural Quality: Consistently use keywords like 'handmade,' '100% natural wool,' 'one-of-a-kind,' 'vintage,' and 'traditional.' This reinforces the core value proposition and differentiates the brand from mass-produced alternatives.
• •Show, Don't Just Tell: Accompany strong copy with high-quality visuals of the rugs in real homes, the weaving process, and the artisans themselves. This provides visual proof of the brand's narrative of quality and community.
• •Educate and Empower the Customer: Continue to build out sections like 'BERBER SECRETS' and 'how to make a carpet.' By sharing knowledge about the meaning of symbols, the different tribes, and the care required, the brand positions itself as a trusted expert and cultural custodian, not just a seller.

Social Perception

Expected to be highly positive, aligning with conscious consumers who value authenticity, uniqueness, quality, fair trade, natural materials, and the story behind handmade products. Imperfections are seen as marks of authenticity.

Copy Examples

• •This is not just a rug; it's a story woven by Fatima, one of our partners in the Atlas Mountains. Each thread is a piece of her heritage, and every pattern is a symbol of her story. When you bring one of our carpets into your home, you become part of that story. #BerberRugs #Handmade #EthicalCraft
• •From the hands of our family to the heart of your home. Discover authentic, handmade Moroccan rugs, ethically crafted in collaboration with women artisans. Free worldwide shipping.
• •Woven with the vibrant, creative spirit of the Azilal tribe, this one-of-a-kind rug is a masterpiece of tradition. Made from 100% natural wool, its abstract patterns tell a unique story. Feel the soul of the Atlas Mountains under your feet and let its warmth transform your space.
• •Looking for something special? Our handmade Berber rugs are crafted to last a lifetime, making them the perfect, durable centerpiece for a family home. Soft, natural, and made with non-toxic materials, they are art you can live on. Support artisan families with every purchase.
• •We believe in 'Fair Price.' That means paying our artisan partners a dignified wage for their incredible skill and offering you a piece of timeless art at a reasonable cost. No intermediaries, just a direct, friendly connection between you and the weavers.