Brand Tone

Empathetic & Compassionate, Hopeful & Inspiring, Community-Oriented & Inclusive, Purpose-Driven & Ethical, Authentic & Story-Driven

Brand Values

• •Dignity
• •Empowerment
• •Community
• •Hope
• •Faith-Based
• •Handmade Quality

Best Practices

• •Always Lead with the "Why": Start by remembering Forai's core mission – empowering refugee and immigrant women. Every piece of copy should, directly or indirectly, connect back to this purpose.
• •Center the Artisans' Stories (Respectfully): Share individual stories of resilience, skill, and hope, always ensuring their dignity and privacy are paramount. Use phrases that highlight their strength and talent.
• •Use Warm, Inclusive, and Encouraging Language: Avoid overly corporate or transactional language. Opt for words like "community," "support," "hope," "empower," "handcrafted," "journey," and "resilience."
• •Emphasize Impact and Connection: Clearly communicate how a purchase or donation makes a difference. Help customers feel connected to the artisans and the positive change they are enabling.
• •Maintain Authenticity and Transparency: Be genuine in your storytelling. Clearly state that products are handmade by refugee and immigrant women and that the organization is a non-profit focused on their well-being.

Social Perception

Forai is generally perceived as a genuine and impactful non-profit organization that makes a tangible difference in the lives of refugee and immigrant women in St. Louis. Customers likely feel good about purchasing Forai products because they are not only acquiring handmade items but also contributing to a worthy cause. The brand is seen as a provider of opportunity, helping women gain financial independence and integrate into a new society. There is an appreciation for the transparency of their mission and the stories shared about the artisans.

Copy Examples

• •Wear a Story of Hope. Each [Product Name] is handcrafted by a resilient refugee woman rebuilding her life in St. Louis. Your purchase empowers her journey. #ForaiHope #HandmadeWithPurpose
• •More Than Just Jewelry. It's a circle of strength, dignity, and community. Discover the hands and hearts behind Forai designs and support women artisans today. [Link to Artisan Stories] #ForaiSTL #EmpowerWomen
• •Gift with Intention. Our [Product Category, e.g., ethically-made earrings] are crafted with skill and love, providing fair wages and a supportive community for immigrant women. Make your gift meaningful. #ShopEthical #ForaiCommunity
• •From Their Hands to Yours. Experience the beauty of truly handmade. Every Forai piece carries the spirit and dedication of the artisan who made it. Find your unique treasure. #ArtisanMade #SupportRefugees
• •Join our Circle of Hope. With every Forai purchase, you become part of a community that uplifts and empowers. Help us continue to provide opportunities for refugee women to thrive. [Link to Shop/Donate] #DignityInCraft #StLouisStrong