Brand Tone

Empathetic and Purpose-Driven

Brand Values

• •Empowerment
• •Social Responsibility
• •Sustainability
• •Second Chances
• •Ethical Fashion

Best Practices

• •Lead with the Mission: In all copywriting, the "why" behind the brand should be at the forefront. Whether it's a product description or a social media post, connect the item back to the larger mission of empowering women.
• •Use Empowering Language: Words like "resilience," "opportunity," "empowerment," "new beginning," and "strength" should be central to the brand's vocabulary. Frame the narrative around the positive impact and the potential of the women in the program.
• •Be Authentic and Transparent: Share real stories and testimonials from the women in the program (with their consent). Transparency about the production process and the use of deadstock materials builds trust and reinforces the brand's ethical stance.
• •Focus on "And," not "But": The products are beautiful and they have a social impact. The brand is stylish and it's ethical. Avoid language that suggests a trade-off between aesthetics and social good.
• •Create a Sense of Community: Encourage customers to feel like they are part of a movement. Use inclusive language like "join us," "together we can," and "be a part of the story." This fosters a deeper connection with the brand beyond the transactional.

Social Perception

The public perception of "CATS WITH A HEART" is that of a socially conscious brand dedicated to making a difference. Customers and observers are likely to see the brand as a force for good, where a purchase translates into a direct contribution to a worthy cause. The focus on providing skills and employment to a vulnerable population is a powerful and positively perceived narrative. The brand is seen as a tangible way for consumers to support both ethical fashion and social justice.

Copy Examples

• •More than a bag, it's a new beginning. Each stitch tells a story of resilience, empowerment, and a second chance. When you choose CATS WITH A HEART, you're not just buying a product; you're investing in a future. #CatsWithAHeart #EthicalFashion #EmpowerWomen
• •Fashion that feels good, inside and out. At CATS WITH A HEART, we're rewriting the narrative of the fashion industry. Our workshop in Mexico provides formerly incarcerated women with the skills and opportunities they need to thrive. Join us in creating a world where every purchase has a purpose. Learn more about our mission at catswithaheart.com.
• •Wear the Change You Want to See. Discover our collection of ethically made goods, crafted with purpose by the incredible women of our Employment and Development Program.
• •Drape yourself in a story of hope. This beautiful scarf is handcrafted from upcycled deadstock fabric at our CWAH Mexico Studio. Every thread is woven with the skill and dedication of women who are rebuilding their lives. By adding this piece to your wardrobe, you become a part of their journey towards a brighter future.
• •Did you know? The majority of our products are made from deadstock textiles. This means less waste and more sustainable style. Shop consciously with #CatsWithAHeart. #SustainableFashion #SocialImpact