Brand Tone

Authentic, Elegant & Sophisticated, Mindful & Soulful, Respectful & Appreciative, Warm & Evocative

Brand Values

• •Artisanship & Heritage: Preserving and promoting traditional Indian crafts and empowering artisans.
• •Quality & Exclusivity: Offering high-quality, unique, handcrafted products.
• •Sustainability & Ethical Sourcing: Commitment to eco-friendly materials and fair practices.
• •Mindful Living: Products designed to inspire healthy living, simplicity, and utility.
• •Cultural Richness: Bringing the beauty and authenticity of Indian culture into homes.
• •Customer Connection: Aiming to create meaningful connections and enrich lives through their products.

Best Practices

• •Develop a Comprehensive Brand Voice Chart: Document core traits (e.g., Authentic, Elegant, Mindful), then for each trait, list 'Do's' (e.g., Use evocative language, highlight artisan stories, emphasize natural materials) and 'Don'ts' (e.g., Use overly casual slang, focus solely on price, make generic claims).
• •Emphasize Sensory Details and Emotional Connection: Use descriptive language that appeals to the senses (touch, sight, even smell when relevant, like 'mitti ki smell') and connects with the customer's desire for a beautiful, soulful, and harmonious living space.
• •Avoid language that could be perceived as exploitative or patronizing.
• •Regularly audit content to ensure alignment.
• •Clearly differentiate from other 'iCraft' entities by emphasizing the focus on curated, handcrafted home decor, and artisan stories.

Social Perception

A curator of beautiful, unique items that add a touch of Indian heritage and elegance to a home. There is an appreciation for the connection to artisans and the cultural stories behind the products. The emphasis on sustainability and mindful living resonates with conscious consumers.

Copy Examples

• •Our collections are an invitation to slow down, appreciate true craftsmanship, and live more mindfully.
• •Our commitment to sustainable practices and empowering local artisans means every piece you choose is a step towards a more beautiful and equitable world.
• •Experience the 'mitti ki smell' and earthy feel of our handcrafted terracotta collection, bringing the essence of India into your home.
• •Each piece tells a story of heritage and skill, meticulously crafted by artisans who pour their heart and soul into their work.
• •Discover timeless pieces that blend traditional techniques with contemporary design, adding a touch of Indian elegance to your living space.