Brand Tone

Empathetic, Inspiring, and Authentic

Brand Values

• •Empowerment
• •Community & Collectivism
• •Social Justice & Equality
• •Craftsmanship & Heritage

Best Practices

• •Lead with the 'Why': Always connect the product back to the mission. Whether in a social media caption or product description, start with the story of empowerment before detailing product features.
• •Use Authentic Storytelling: Feature real names, real stories, and real photos/videos of the artisans. This builds a powerful, emotional connection and reinforces the brand's authenticity.
• •Employ Empowering Language: Use strong, positive verbs and inspiring nouns. Words like "empower," "strength," "resilience," "dignity," "collective," and "independence" should be staples in the brand's vocabulary.
• •Center the Collective, Not Just the Individual: While individual stories are powerful, always bring it back to the idea of the "collective" or "community." This reinforces the brand's value of solidarity.
• •Maintain a Respectful and Dignified Tone: Avoid language that portrays the women as victims. Instead, frame them as skilled artisans, entrepreneurs, and agents of their own change. The tone should be one of partnership with the customer, not a plea for charity.

Social Perception

Positive, viewed as a purpose-driven social enterprise. Customers perceive purchases as contributions to a meaningful cause. Credible and mission-oriented, resonating with ethically-conscious consumers, distinguished by its direct-to-consumer model for products made by a specific collective of slum women in Jaipur.

Copy Examples

• •Meet Rina, the artist behind our new block-print collection. Every pattern she presses isn't just ink on fabric—it's a step toward her financial independence and a brighter future for her family. Wear a story of strength. #HunarWe #WomenEmpowerment #HandmadeWithLove
• •Styled in Dignity. Crafted with Hope. Discover our Summer Collection, handmade by the incredible women of our Jaipur collective. Each piece you buy empowers an artisan to write her own destiny.
• •This isn't just a dress. It's a statement of support. It's a stand for gender equality. It's a testament to the skill (Hunar) of a woman who is building a new life. Choose fashion that makes a difference. Shop Hunar We.
• •Every thread tells a story of resilience. At Hunar We, we're more than a brand; we're a community. By choosing our handcrafted goods, you join a movement that uplifts and empowers women, one beautiful creation at a time. See the impact you can make.
• •Our 'Azaadi' Scarf is crafted from the softest, breathable cotton, perfect for any season. But its true beauty lies in its origin. Hand-dyed by the women in our collective, its vibrant color symbolizes freedom and new beginnings. By wearing it, you carry their story of empowerment.