Brand Tone

The brand's tone is predominantly passionate, personal, and mission-driven. It is approachable and transparent, directly communicating the founder's story and motivation. The language used is hopeful and creative, focusing on positive transformation ("turn them into something useful, something beautiful") rather than dwelling on the negative aspects of waste. It feels authentic and hands-on, emphasized by phrases like "handmade with love in our studio."

Brand Values

• •Sustainability
• •Creativity and Uniqueness
• •Purpose and Action
• •Quality and Practicality

Best Practices

• •Lead with the "Why": Always connect the products back to the core mission. Whether in a social media post or product description, remind the audience that each item is part of a larger story of sustainability and rescue.
• •Use Personal and Passionate Language: Employ words like "we believe," "our mission," and "handmade by us." Share the founder's perspective to maintain the authentic, personal connection that defines the brand.
• •Frame "Waste" as "Potential": Speak about the source materials not as trash, but as "abandoned," "retired," or "forgotten" items waiting for a "second life" or "new adventure." This optimistic language is central to the brand's creative and hopeful tone.
• •Highlight the Location: Mentioning "Fuerteventura" roots the brand in a specific, tangible place. This reinforces its authenticity and connects the environmental problem (tourism waste) with the solution (local craftsmanship).
• •Emphasize Uniqueness as a Feature: Consistently remind customers that "no two bags are exactly alike." This turns a condition of the manufacturing process into a key selling point, appealing to consumers who value individuality over mass production.

Social Perception

The perception of Criatura . Upcycled Goods is that of an innovative and environmentally conscious small business. It is seen as a tangible example of a circular economy in action. Customers and followers likely perceive the brand as authentic and trustworthy due to the personal story of its founder and the transparency of its mission. The "made in Fuerteventura" aspect adds a local, artisanal appeal that resonates with both tourists and a globally conscious consumer base. The products are not just accessories but conversation starters that carry a story of environmental responsibility.

Copy Examples

• •From beach toy to beach essential. This splash-proof bag used to be a swimming ring, now it’s ready to protect your valuables on your next seaside adventure. Every bag we make keeps plastic out of the landfill and puts a one-of-a-kind design in your hand. Ready for a second life?
• •This isn't waste. It's our next collection. We give abandoned pool toys a second life as beautifully crafted, splash-proof bags. Shop the transformation.
• •Tired of throwaway culture? So were we. That's why we created Criatura. We intercept discarded pool toys in Fuerteventura and upcycle them into unique bags, handmade with love. It's fashion that feels good and does good. Join the mission.
• •It started with a simple observation: holiday fun was creating a mountain of plastic waste. Founder Saskia saw countless pool toys end up in the bin after just a few uses. Criatura is her answer—a workshop where these colorful plastics are cleaned, cut, and sewn into accessories you can enjoy for years to come. It's our way of cleaning the island we love, one bag at a time.
• •Hold a piece of Fuerteventura history in your palm. This durable little purse was once a part of a vibrant inflatable from the island's water park. Now, it's the perfect, splash-proof home for your coins, keys, or earbuds. Each purse is 100% unique, handmade, and prevents PVC plastic from entering our ecosystem. Style with a story.