Brand Tone

authentic, artisanal, and appreciative

Brand Values

• •Authenticity
• •Craftsmanship
• •Quality
• •Cultural Heritage
• •Ethical Partnership

Best Practices

• •Lead with the Story: Always frame the products within the larger narrative of Moroccan heritage and craftsmanship. Talk about the artisans, the techniques, and the cultural significance behind the items.
• •Use Sensory and Evocative Language: Employ descriptive words that appeal to the sensesthe smell of leather, the texture of a woven rug, the warm glow of a lantern. This helps to transport the customer to Morocco.
• •Emphasize Authenticity and Quality: Consistently use terms like "handmade," "handcrafted," "artisanal," "genuine," and "traditional" to reinforce the brand's core values. Detail the high-quality materials used.
• •Maintain a Respectful and Appreciative Voice: Always speak of the Moroccan artisans and their culture with respect and admiration. Position the brand as a grateful partner, not just a seller.
• •Let the Visuals and Copy Work Together: Ensure that the high-quality, authentic imagery is matched by copy that tells the story behind the picture. The text should enrich the visual experience, providing context and depth.

Social Perception

The public perception of CraftKech™ is largely positive. Customers see the brand as a reliable source for high-quality, authentic Moroccan goods. Reviews frequently highlight customer satisfaction with the craftsmanship and uniqueness of the products. The brand is perceived as more than just a retailer; it is seen as a bridge to Moroccan culture and a supporter of its artisans. This perception is strengthened by the brand's consistent messaging and visual storytelling across its platforms.

Copy Examples

• •Hand-stitched by master artisans in the heart of Marrakech, our leather messenger bag is a testament to timeless Moroccan craftsmanship. Made from full-grain leather that softens and deepens in character with every journey, this is more than a bagit's a piece of heritage you can carry.
• •From the bustling souks of Morocco to your home. Each of our Boucherouite rugs tells a story, woven with the vibrant spirit and resourcefulness of its creator. Bring a touch of authentic Moroccan soul into your space. #CraftKech #MoroccanRug #Handmade
• •CraftKech™ was born from a love for Morocco's artisanal legacy. We partner directly with the craftspeople who have inherited these skills through generations, ensuring that every piece we offer is authentic, ethically made, and imbued with the magic of Moroccan tradition.
• •Looking for a gift that’s truly one-of-a-kind? Discover our collection of handcrafted leather poufs, woven blankets, and intricate lanterns. Give the gift of authentic Moroccan artistry. Shop now and get 15% off your first order.
• •A Story in Every Stitch: New Arrivals from Our Moroccan Artisans