Brand Tone

authentic, culturally rich, artistic, and appreciative

Brand Values

• •Valuing Brazilian Culture and Art: Promoting and preserving Brazilian popular art and cultural expressions.
• •Authenticity: Offering genuine, handcrafted products that tell stories.
• •Craftsmanship: Highlighting the skill and work of Brazilian artisans.
• •Fair Trade/Artisan Support: Working directly with artisans to ensure fair remuneration and recognition.
• •Creativity and Design: Showcasing unique designs inspired by Brazil's diverse culture and nature.
• •Storytelling: Creating products that narrate aspects of Brazilian identity and memory.
• •Community/Connection: Connecting customers with the roots of Brazilian culture through their products.

Best Practices

• •Develop a Brand Voice Guide: Document key characteristics of the tone (e.g., warm, respectful, storytelling, descriptive), preferred vocabulary (e.g., 'artisan,' 'heritage,' 'culture,' 'authentic'), and phrases to avoid (e.g., overly casual slang unless it’s a direct quote from an artisan or a specific cultural context).
• •Storytelling is Key: Always aim to weave a narrative around the products – their origin, the artisan who made them, the cultural inspiration, or the traditional techniques used. This reinforces authenticity and cultural value.
• •Use Rich, Evocative Language: Employ descriptive adjectives and sensory details that paint a picture of Brazil's vibrancy, landscapes, and cultural expressions. Words like 'vibrant,' 'handcrafted,' 'unique,' 'soulful,' 'heritage' should be common.
• •Maintain Respect and Appreciation: When talking about cultural elements or artisans, the tone must always be respectful, appreciative, and aim to educate or share insight, rather than merely commercialize. Highlight the collaboration with artisans.
• •Visual and Textual Consistency: Ensure that the imagery used alongside the copy aligns with the brand's values of authenticity and cultural richness. The text should complement the visuals in evoking the spirit of 'Imaginário Brasileiro.' Product photography should be high quality, showcasing the handcrafted nature of the items.

Social Perception

The brand appears to be perceived positively as a purveyor of authentic Brazilian handicrafts and art. The brand is seen as a platform for designers and artisans who are inspired by Brazilian nature and culture.

Copy Examples

• •Headline: Imaginário Brasileiro: More Than a Product, It's a Piece of Brazil in Your Home. *Body:* Discover handcrafted treasures that tell the stories, colors, and soul of Brazilian popular art. Each piece is a journey.
• •Instagram Post: From the hands of artisans to your heart. ✨ Our new collection of [Product Type, e.g., ceramic birds] celebrates the rich fauna of the [Brazilian Region, e.g., Pantanal], bringing generations of craftsmanship into your life. #ImaginarioBrasileiro #ArtePopular #FeitoAMaoComAmor (Handmade with love)
• •Product Description (for a patterned scarf): Wrap yourself in the vibrant spirit of [Cultural Reference, e.g., Maracatu]. This [Material, e.g., silk] scarf, designed by artisan [Artisan's Name], captures the rhythm and energy of Brazil. A unique piece, as authentic as the culture that inspires it.
• •Email Subject: membawa (Bring) the warmth of Brazil to your everyday. *Email Body Snippet:* At Imaginário Brasileiro, we believe that art is a bridge to culture. Explore our curated selection of items that not only decorate but also connect you to the rich tapestry of Brazilian heritage. Meet the artisans behind the art...
• •Facebook Ad: Looking for a gift with meaning? ✨ Imaginário Brasileiro offers authentic Brazilian handicrafts, fairly sourced and rich in history. Support local artisans and share the beauty of our culture. Shop now! [Link to website]