Brand Tone

Poetic Elegance: a sophisticated and evocative voice blending high-fashion refinement with heartfelt, narrative-driven emotion. It is consistently aspirational and sincere, confident, proud of its heritage, yet warm and inviting.

Brand Values

• •Heritage & Ancestry
• •Emotional Storytelling
• •Luxury Craftsmanship
• •Authenticity & Identity
• •The Concept of Home

Best Practices

• •Lead with Story, Not Product: Always frame the product within the brand's larger narrative, focusing on emotion, memory, or cultural significance before detailing features.
• •Use Evocative and Sensory Language: Employ words that evoke feeling, history, and texture, moving beyond generic descriptions.
• •Maintain the "Hause" vs. "Home" Duality: Consistently reference the brand's core philosophical concept of exploring what turns a "hause" into a "home."
• •Speak Directly to an Informed Audience: Write for an audience that appreciates art, culture, and craftsmanship, presenting cultural symbols with reverence and confidence.
• •Ensure Visual and Textual Harmony: The "Poetic Elegance" of the copy must always be matched by the visuals, reflecting the same level of sophistication, emotion, and high-end quality.

Social Perception

Perceived as an artisanal, exclusive, and aspirational luxury brand. It is highly respected for being culturally significant, authentic, and mission-driven, celebrating Black and Ghanaian heritage.

Copy Examples

• •Some stories are not told in words, but are woven in thread. Our latest piece is a conversation with the past, a love letter to the hands that built us. Crafted not just for a season, but for a lifetime of memories. This is more than a jacket; it's a legacy to be worn. #HauseOfOninku #WovenHeritage
• •The Midnight Adinkra Trench is where Brooklyn's pulse meets the soul of Accra. Each symbol etched into its fabric is a whisper from our ancestors, a motif of wisdom and strength. Designed for the discerning individual who walks with purpose, its silhouette offers both sanctuary and statement. This is your armor and your heirloom.
• •We believe a home is a feeling. It’s a tapestry of love, of laughter, of loss, and of the memories that shape us. Our new collection is an exploration of that feeling—of finding a home within oneself. We invite you to discover pieces that feel like they were always meant to be yours.
• •One jacket. A thousand stories. From boardroom to borough. Wear your heritage. How we're styling our Star-Crossed Lovers jacket this week. It’s not just about what you wear, but the stories you carry with you. Which look speaks to your story? #LuxuryFashion #GhanaianHeritage #StylingInspiration
• •Hause of Oninku was born from a search for balance—between love and loss, heritage and modernity, a house and a home. Our roots are in Ghana, but our story is being written on the streets of Brooklyn. Each garment is a chapter, a piece of our family's archive, reimagined for you to carry into the future.