Brand Tone

Authentic, Empowering, and Connecting

Brand Values

• •Authenticity
• •Empowerment of local communities
• •Cultural preservation
• •Global connection and trade
• •Innovation (in promoting heritage)
• •Sustainable growth

Best Practices

• •Tell Authentic Stories: Feature the actual artisans, creators, and entrepreneurs from Indonesia. Use their real names, stories, and photos (with permission) to build a genuine connection with the audience.
• •Use "We" and "You" to Create Community: Frame the brand as a collective effort. "We" includes the brand and the Indonesian partners; "You" is the global customer who is now part of this ecosystem. This fosters a sense of shared purpose.
• •Be Transparent: Clearly explain the business model. If the goal is to help Indonesian SMEs export, state it plainly. Honesty about the mission will build the trust that is currently lacking.
• •Focus on Impact, Not Just Products: For every item or service, explain the positive impact of a purchase. Does it support a family? Does it help preserve a traditional craft? This connects the customer's action to a meaningful outcome.
• •Maintain a Professional and Complete Online Presence: Before launching any campaign, ensure the website is complete, all placeholder text is removed, and information is accurate. A polished digital storefront is essential for establishing credibility.

Social Perception

Very low or negative perception; associated with a non-functional mobile app, and the e-commerce platform has no significant online footprint or credibility.

Copy Examples

• •From Our Hands to the World: Championing Indonesia's Artisans and Innovators.
• •Connecting global markets with the heart of Indonesian creativity. We are the bridge for local creators, sharing authentic crafts, stories, and innovations. #MadeInIndonesia
• •This isn't just a piece of fabric; it's a story woven in threads of tradition. Hand-dyed by the artisans of Jepara, each pattern carries a legacy. By bringing it into your home, you become part of its future. #SupportLocal
• •Go Beyond Bali: Discover the Untouched Beauty of Indonesian Craft.
• •Our mission is to place the richness of Indonesia into the hands of the world. We empower local communities by providing a global platform for their unique products, ensuring that every transaction supports sustainable growth and preserves cultural heritage.