Brand Tone

Empowering & Inspiring, Respectful & Appreciative, Story-driven & Authentic, Joyful & Hopeful, Sophisticated & Cultured, Educational & Advocating

Brand Values

• •Empowerment of Women
• •Preservation of Cultural Heritage
• •Ethical & Fair Practices
• •Handmade & Artistry
• •Sustainability & Global Mindfulness
• •Connection & Community
• •Joy & Dignity

Best Practices

• •Prioritize Storytelling: Always weave the artisan's story, the cultural significance of the craft, or the impact of the purchase into your copy. This reinforces authenticity and connection.
• •Use Empowering and Respectful Language: Focus on words like "empower," "respect," "dignity," "skill," "heritage," "collaboration," and "sovereignty." Avoid language that implies charity alone; instead, highlight partnership and economic empowerment.
• •Maintain a Sophisticated yet Accessible Voice: While the products are high-quality and often luxurious, the tone should remain warm, inviting, and educational, making the mission and the value of the crafts understandable to a broad audience.
• •Emphasize "Movement" and "Connection": Remind the audience that they are part of something bigger – a global community of women supporting women and preserving invaluable cultural assets.
• •Visual-Verbal Harmony: Ensure that the inspiring and respectful tone of the copy is consistently matched by high-quality, dignified photography and videography that beautifully showcases both the products and the artisans.

Social Perception

Positive & Admirable, High-Quality & Unique Products, Advocate for Change, Trusted & Respected, Target Audience: Appeals to discerning individuals, often women aged 45+, who are lovers of fashion, art, travel, and ethically sourced, unique items. They are described as enlightened supporters who appreciate handcrafted beauty and fair pay for artisans.

Copy Examples

• •Headline: Wear a Story. Empower a Woman. Body: Each Ibu piece is more than an accessory; it's a testament to heritage, a step towards independence for an artisan, and a whisper of her story. Discover handcrafted beauty that changes lives. #IbuMovement #ArtisanMade #EmpowerWomen
• •Headline: Beyond Fashion. A Movement of Joy. Body: Ibu is joy on the move. It’s the pride of an artisan earning her way, the beauty of a tradition preserved, and the connection between women across the globe. Join us in celebrating craft, culture, and the power of her hands. #HandcraftedLuxury #GlobalArtisans #JoyWins
• •Headline: Crafted by Her Hands. Chosen by Yours. Body: Feel the intricate weaves, admire the hand-mixed pigments, and cherish the centuries-old techniques. When you choose Ibu, you choose to honor a woman's skill and uplift her community. Shop our new collection and become part of her journey. #EthicalFashion #SupportArtisans #CulturalHeritage
• •Headline: The Language of Cloth, Spoken Fluently. Body: Textiles hold stories, traditions, and the very soul of a culture. At Ibu, we help preserve these precious languages of craft by connecting artisans with a global audience that values their unique voice. Explore designs that speak volumes. #PreserveCraft #SustainableStyle #IbuStories
• •Headline: Invest in Her Hands. Invest in a Better World. Body: Ibu is more than a marketplace; it's a commitment to disrupting poverty and fostering change through the art of women's hands. Your support empowers artisans to build brighter futures for themselves and their families, one beautiful creation at a time. #WomenSupportingWomen #EthicalLuxury #MakeADifference