Brand Tone

Artisanal, elegant, purpose-driven, educated, passionate, and reverent, utilizing evocative storytelling, sophisticated yet approachable.

Brand Values

• •Heritage and Authenticity
• •Craftsmanship and Empowerment
• •Sustainability and Ethical Practices
• •Timeless Modernity
• •Customer-Centricity

Best Practices

• •Every piece of copy should be an opportunity to tell a story—about the weaver, the craft, or the cultural context of the garment.
• •Employ descriptive and sensory language to paint a picture of the fabric, the design, and the feeling of wearing a Dressfolk creation.
• •Consistently communicate the brand's purpose of empowering artisans and preserving heritage. This is a key differentiator and a strong emotional driver for purchase.
• •Use captions and descriptions to inform the audience about the different types of weaves, fabrics, and the skill involved in creating each piece. This adds value and reinforces the brand's authority.
• •Ensure that the elegant and purposeful tone is reflected across all channels, from the website and social media to customer service interactions. This builds a strong and recognizable brand identity.

Social Perception

Dressfolk is perceived as a premium, authentic, and trustworthy brand in the ethnic wear market. It is viewed as a social enterprise making a tangible impact, associated with high-quality, unique designs, and seen as a 'go-to label for the contemporary Indian woman'.

Copy Examples

• •Woven with threads of tradition and dreams. Introducing the 'Meera' saree, a masterpiece from the looms of Bengal. Each intricate detail tells a story of generations of craftsmanship. Embrace a legacy of elegance. #Dressfolk #HandloomLove #SareeNotSorry #MadeInIndia
• •This festive season, drape yourself in stories. Our 'Utsav' collection is a celebration of India's vibrant heritage, handcrafted with love by our artisan partners. Timeless elegance for your most cherished moments.
• •Subject: More Than a Dress, It's a Movement. At Dressfolk, we believe fashion can be a force for good. With every handwoven garment you choose, you are helping to preserve a centuries-old craft and supporting an artisan's family. Wear the change you want to see in the world. #EthicalFashion #SustainableStyle
• •Tired of fast fashion? Discover Dressfolk, where timeless Indian handlooms meet modern design. Our sarees, suits, and dresses are crafted for comfort and style, empowering you and our weavers. Find your perfect piece of heritage. [Shop Now]
• •Our journey began with a simple idea: to bring India's handloom glory back into the contemporary wardrobe. We travel to the heart of our country, partnering with master weavers to create fashion that is as unique as the person who wears it. Dressfolk is a tale of tradition, retold for today.