Brand Tone

Artisanal and minimalist, sincere, direct, confident, and grounded in tradition and quality.

Brand Values

• •Craftsmanship
• •Quality & Durability
• •Functionality & Simplicity
• •National Identity

Best Practices

• •Lead with "Handmade": Always emphasize the artisanal nature of the products, using words like "crafted," "artisanal," "by hand," and "workshop" to reinforce this value.
• •Focus on Durability and Longevity: Use language that speaks to the future, such as how the leather will "age beautifully," "develop a unique patina," or become "a lifelong companion." This frames the product as a long-term investment.
• •Keep it Simple and Direct: Mirror the minimalist aesthetic of the products in the copy. Avoid overly complex sentences, jargon, or excessive adjectives; be clear, confident, and concise.
• •Use Sensory Language: Describe the "feel" of the leather, the "smell" of natural materials, and the "weight" of the brass hardware to help customers imagine the product's quality.
• •Subtly Reinforce Chilean Origin: Periodically remind the audience of the brand's roots to add authenticity and local pride, serving as a powerful differentiator.

Social Perception

Positive, largely controlled by the brand's own curated content. Perceived as a provider of high-quality, aesthetically pleasing leather goods, appealing to customers who value craftsmanship, minimalism, and supporting local businesses.

Copy Examples

• •The beauty is in the details. Each stitch is a promise of durability. Our wallets are crafted by hand, designed not just to hold your cards, but to tell a story that gets better with time. Discover timeless craftsmanship. #HandmadeLeather #CoddoBrand #MadeInChile
• •Simplify Your Essentials. Carry only what you need, with style and confidence. Our minimalist leather cardholders are designed for the modern individual who values quality and function. Handmade in Chile to last a lifetime. Shop the collection now.
• •Timeless Function. Modern Design. From your desk to your pocket, CODDO accessories are crafted to integrate seamlessly into your life. Explore our collection of handmade leather goods.
• •An investment in daily quality.
• •More than a keychain, it's the first and last thing you touch every day. Crafted from a single piece of full-grain leather and secured with solid brass hardware, our keychain is a simple, enduring accessory. Feel the quality in your hands. It will develop a rich, personal patina with every journey you take.