Brand Tone

Creative, Conscious, and Approachable.

Brand Values

• •Sustainability
• •Innovation and Design
• •Creativity and Participation
• •Quality and Trust
• •Mexican Identity

Best Practices

• •Always Balance Design and Sustainability: Every piece of communication should touch upon both aspects. The products are beautiful *and* eco-friendly. One should not overshadow the other. The copy should reflect that synergy.
• •Speak the Language of "Possibility": Use an inspiring and empowering tone. Instead of just describing a product, talk about what it allows the customer to do: "create," "transform," "imagine," "build." This aligns with the value of creativity and participation.
• •Address the Doubt Head-On: Proactively and creatively address the main customer concern: durability. Use testimonials, videos, and clear data ("supports up to X kg") to build trust and turn a potential weakness into a surprising strength.
• •Maintain a Warm and Human Tone: Avoid overly corporate or technical language. Use contractions (it's, you're) and ask questions to create a dialogue with the audience. Share stories about the team and the creation process to humanize the brand.
• •Adapt the Tone to the Platform, Not the Core Message: While the voice should be consistent, the tone can be adapted. Be more visual and aspirational on Instagram, more informative and community-focused on Facebook, more playful and myth-busting on TikTok, and more in-depth and educational on the blog and YouTube. The core values and message must remain unchanged across all platforms.

Social Perception

The general public and customers perceive Carton Fino as a fresh, intelligent, and responsible brand. It is seen as an ideal choice for a young, urban, and educated demographic that is concerned about the environment and values design. The brand is associated with positive concepts like "eco-friendly," "innovative," "original," and "fun." The perception is that buying from Carton Fino is not just acquiring a piece of furniture, but also a statement of principles and a commitment to a more sustainable lifestyle.

Copy Examples

• •Strength you can see, design you can feel. Our new shelf isn't just made of cardboard; it's made of clever ideas. Ready to give your favorite objects the home they deserve? #CartonFino #DiseñoMexicano #MueblesDeCarton
• •What if your furniture helped the planet? At Carton Fino, we turn recycled cardboard into incredible pieces for your home. Join the design revolution that feels good and does good. Discover more.
• •Our furniture is tougher than your doubts. 😉 #CartonFinoChallenge #HechoEnMexico #EcoFriendly
• •Style that doesn't cost the Earth. Literally. Get 20% off on our entire collection and redesign your space with a clean conscience. Shop now.
• •Hi [Name], Remember when you used to build castles out of cardboard boxes? We never stopped playing. At Carton Fino, we believe in the magic of transformation. We take something simple and, with a bit of design and a lot of heart, turn it into something extraordinary for your home. Are you ready to build your next story with us?