Brand Tone

Artisanal, Sophisticated, and Narrative

Brand Values

• •Heritage and Tradition
• •Sustainability and Eco-Consciousness
• •Innovation
• •Authenticity and Craftsmanship
• •Timeless Elegance

Best Practices

• •Lead with the Narrative: Always start with the story. Whether it's the inspiration behind a color palette or the history of a specific weave, grounding the copy in a narrative will maintain the brand's signature tone.
• •Use Evocative, Sensory Language: Employ words that evoke a sense of touch, tradition, and artistry. Phrases like "meditative thought of the weaver," "sensitive touch," and "ancient artistry" reinforce the brand's values.
• •Highlight the 'Why' Behind the 'What': Don't just describe the product (e.g., "a silk dress"). Explain its significance (e.g., "A dress crafted from Eri silk, a fabric of peace that honors life and celebrates sustainable luxury"). This connects the product to the brand's core values.
• •Maintain a Sophisticated Vocabulary: The language should be elegant and intelligent, reflecting the discerning nature of the target audience. Avoid slang, overly casual phrases, or hard-selling language. The tone is one of quiet confidence in the product's intrinsic value.
• •Champion the Artisan: Regularly feature the weavers and craftsmen. Giving them a voice and a presence in the brand's communication reinforces the commitment to "the human hand" and adds a powerful layer of authenticity that resonates with the brand's social perception.

Social Perception

Deepika Govind is perceived as a designer with a social conscience and a purist dedicated to textile innovation and the revival of Indian handlooms, offering unique, high-quality, and meaningful apparel for environmentally conscious customers who appreciate craftsmanship and heritage.

Copy Examples

• •Woven with the threads of tradition, each saree in our 'Heritage Bloom' collection tells a story of ancient artistry. Crafted from the finest handloom silk and colored with natural dyes, these are not just garments, but heirlooms for the modern woman. Embrace a legacy of elegance. #DeepikaGovind #Handloom #SustainableLuxury #ArtisanCrafted
• •This festive season, adorn yourself in the poetry of the loom. Our new collection is a symphony of vibrant Patola weaves and contemporary silhouettes, a celebration of India's timeless spirit. Discover pieces that are as unique as your story. #PopPatola #IndianCouture #WearableArt
• •Fashion that feels good, inside and out. Our commitment to sustainability goes beyond fabric. It's in our support for artisan communities and our use of eco-friendly processes like 'Ahimsa' silk. Choose clothing that honors the planet and its people. [Link to Sustainability page] #EthicalFashion #DeepikaGovind #PeaceSilk
• •Experience the gentle embrace of peace silk. Our Eri silk stole, meticulously handwoven by artisans in Assam, offers unparalleled softness and a graceful drape. Known for its thermal properties, it keeps you cool in the summer and warm in the winter, making it the perfect year-round accessory. A testament to luxury without compromise. #EriSilk #Handcrafted #TimelessElegance
• •Meet Ramesh, a master weaver from Bhuj. For generations, his family has perfected the art of Mashru weaving. In our latest journal entry, we journey with him and explore the intricate process behind our new collection. Discover the soul woven into your garment. [Read More on our Blog] #TheHandsThatCreate #ArtisanStories #DeepikaGovind