Brand Tone

Authentic, Reverent, and Educational.

Brand Values

• •Authenticity
• •Craftsmanship
• •Cultural Heritage & Storytelling
• •Inclusivity & Connection

Best Practices

• •Lead with the Story: Every piece of copy, from a tweet to a product description, should be an opportunity to tell a story. Focus on the origin, the artisan, the cultural context, or the materials used.
• •Use Evocative and Respectful Language: Employ descriptive and sensory words that convey the beauty and skill of the craftsmanship. Maintain a reverent tone that honors the cultural heritage of the products.
• •Educate, Don't Just Sell: Position the brand as a source of knowledge for African art and culture. Use blog posts, video content, and detailed captions to teach the audience about the significance of the items they are purchasing.
• •Emphasize Human Connection: Always bring the focus back to the artisans. Mentioning them, their communities, or their cooperatives reinforces the values of authenticity and ethical sourcing.
• •Maintain a Consistent Brand Voice Across All Channels: While the tone may adapt slightly (e.g., more conversational on Instagram, more formal in a press release), the core brand voice—authentic, reverent, and educational—must remain constant to build trust and a strong brand identity.

Social Perception

The public perceives IHUNAYA as a beacon for African craftsmanship and a vital platform for cultural preservation. The brand is seen as more than just a retailer; it's a storyteller and a bridge connecting consumers to the rich tapestry of African culture. The narrative of empowering artisans and showcasing undervalued cultures resonates strongly with an audience interested in ethical consumption and authentic cultural goods.

Copy Examples

• •Woven with generations of Rwandan tradition. Each weave in our Munezero Baskets tells a story of community, skill, and vibrant life. Handcrafted by a cooperative of women artisans, this piece is more than decor—it's a testament to the enduring spirit of Rwandan craftsmanship. Bring a story into your home. #Ihunaya #AfricanArt #Handmade
• •The Seyiram Beaded Necklace is not just an accessory; it is a celebration of Ghanaian artistry. Intricately handcrafted by local artisans, each bead is chosen and placed with intention, echoing the rhythms and colors of Ghana. Wear it as a bold statement of style and a tribute to the hands that created it.
• •A Love Letter from Africa, Sent to You. At IHUNAYA, every piece we share has a soul. This month, we journey to Iseyin, Nigeria, the home of our Kékeré Bag, woven from the iconic aso-oke fabric. Discover the story of the weavers and the culture that breathes life into these beautiful creations.
• •What is authenticity? For us, it's the direct connection to the artisan's hands and heart. It's knowing the story behind the art. IHUNAYA is our journey to share Africa's love and identity with the world. #Culture #Craftsmanship #EthicalFashion
• •IHUNAYA means love. It is a promise to see the unseen, to value the undervalued, and to connect you to the heart of Africa. We travel the continent not just to find products, but to find stories, traditions, and artisans whose legacies deserve to be celebrated. This is more than a brand; it's a journey to share Africa's collective identity.