Brand Tone

Artisanal & Passionate, Sophisticated & Timeless, Authentic & Rooted, Aspirational & Refined

Brand Values

• •Craftsmanship
• •Quality
• •Timeless Design
• •Creativity & Art
• •Heritage/Origin
• •Innovation
• •Sustainability & Social Responsibility

Best Practices

• •Emphasize "Handcrafted" and "Colombian Artistry": Consistently highlight the human touch, the skill of the artisans, and the Colombian origin in product descriptions, social media posts, and 'About Us' narratives. Use words like "meticulous," "artisanal," "heritage," and "passion."
• •Focus on Quality and Durability: Use language that conveys the longevity and superior nature of the materials and construction. Words like "premium," "full-grain leather," "built to last," "investment piece," and "timeless" reinforce this.
• •Maintain a Sophisticated and Refined Voice: Avoid overly casual slang or overly technical jargon. The language should be elegant, evocative, and speak to an appreciation for quality and style.
• •Tell the Story Behind the Brand and Products: Weave the CARV acronym (Creatividad, Arte, Resistencia y Vanguardia) and the founders' passion into the narrative. Share details about the design inspiration or the crafting process to build a deeper connection.
• •Ensure Visual Consistency Matches Verbal Tone: The sophisticated, clean, and detail-oriented visual style seen on Instagram should be mirrored across all platforms and be complemented by copy that reflects the same level of care and elegance. Images should always showcase the texture and craftsmanship of the leather.

Social Perception

They aim to be perceived as a provider of high-end, durable, and stylish leather goods. They want customers to see the value in handcrafted items and traditional techniques blended with modern aesthetics. The Colombian origin is presented as a mark of authentic craftsmanship.

Copy Examples

• •Headline: Timeless Craft, Modern Edge. Body: CARV STORE brings you more than just leather goods; we offer a legacy of Colombian artistry. Each piece, from wallet to weekender, is meticulously handcrafted from the finest full-grain leather, designed to journey with you and tell your story. Discover the soul of craftsmanship. Call to Action: Explore the Collection.
• •Headline: Beyond Accessory. A Statement. Body: Define your style with CARV STORE. Our leather goods, born from a passion for Creatividad, Arte, Resistencia y Vanguardia, are built to last and designed to distinguish. Experience the touch of authentic Colombian leather craftsmanship. Call to Action: Shop Now & Own a Piece of Art.
• •Headline: The Art of Leather, Reimagined in Colombia. Body: At CARV STORE, tradition meets innovation. Our artisans pour their skill into every stitch, transforming premium leather into sophisticated accessories that stand the test of time. Feel the difference quality makes. Call to Action: Discover Our Story.
• •Headline: Invest in Enduring Style. Body: Fleeting trends fade. True craftsmanship endures. CARV STORE’s leather belts, bags, and wallets are handcrafted in Colombia, offering unparalleled quality and a timeless aesthetic for the discerning individual. Call to Action: Find Your Forever Piece.
• •Headline: Crafted by Hand, Carried with Pride. Body: From the heart of Colombia to your hands, CARV STORE delivers exceptional leather accessories. We believe in the power of detail, the beauty of natural materials, and the enduring value of artisanal skill. Call to Action: Learn More About Our Craft.