Brand Tone

Authentic, Passionate, Storytelling, Personal, Warm, Inviting, Ethical, Conscious, Quality-focused, Assuring

Brand Values

• •Preservation of Heritage
• •Empowerment of Artisans
• •Authenticity & Craftsmanship
• •Quality
• •Customer Satisfaction
• •Sustainability & Ethical Practices
• •Community

Best Practices

• •Prioritize Storytelling: Always look for opportunities to weave in the narrative of the artisans, the cultural significance of the designs, or the brand's mission.
• •Emphasize "Handmade" and "Authentic": Consistently use language that highlights the unique, handcrafted nature of the products and their genuine Moroccan origin. Mention the "charm of the hand" where appropriate.
• •Showcase Ethical Commitments: Regularly and transparently communicate the brand's values regarding fair trade, artisan support, and sustainable practices in product descriptions, social media, and 'About Us' sections.
• •Use Warm and Inviting Language: Create a sense of connection and cultural immersion for the customer.
• •Highlight Quality and Craftsmanship: Reassure customers of the high standards and unique qualities of each item.

Social Perception

Craftily Marrakech aims to be perceived as a trustworthy and ethical source of authentic Moroccan handicrafts. They position themselves as more than just a retailer, but as a mission-driven company dedicated to cultural preservation and artisan welfare.

Copy Examples

• •By choosing this piece, you're not just decorating your space – you're helping to preserve a timeless craft and empower our artisan partners.
• •It started with a love for the intricate beauty of our grandfather's craft.
• •A promise of authentic quality, fair partnerships, and a commitment to keeping the vibrant spirit of Moroccan tradition alive in every home we touch.
• •Each rug is unique and may have variations, the charm of the hand.
• •15% of profits are reinvested into rural community development.