Brand Tone

Story-driven and Emotive, Respectful and Dignified, Educative and Insightful, Hopeful and Empowering, Authentic and Appreciative (of craftsmanship)

Brand Values

• •Ethical Sourcing and Fair Trade
• •Cultural Preservation
• •Changing Perceptions
• •Quality Craftsmanship
• •Empowerment and Dignity
• •Authenticity and Storytelling
• •Conscious Consumerism
• •Collaboration

Best Practices

• •Prioritize Artisan Stories: Always lead with the human element. Share the names, backgrounds, and skills of the artisans. Make them the heroes of the narrative.
• •Use Respectful and Evocative Language: Focus on the beauty, skill, heritage, and resilience. Avoid language that sensationalizes conflict or portrays artisans as mere victims. Use vivid descriptions that appeal to the senses and highlight the quality of craftsmanship.
• •Educate, Don't Just Sell: Frame product descriptions and marketing materials as opportunities to share cultural insights and challenge misconceptions. Explain the significance of motifs, materials, and techniques.
• •Maintain a Hopeful and Empowering Outlook: While acknowledging the challenges faced in the regions ISHKAR works, the overarching message should be one of hope, positive impact, and the enduring power of craft.
• •Ensure Authenticity in Every Claim: Be transparent about sourcing, partnerships, and the impact of purchases. Back up claims with tangible details and stories to build trust and reinforce the brand's ethical commitment.

Social Perception

A reputable social enterprise, A source of unique, high-quality, handcrafted goods, An ethical and sustainable brand, A storyteller and perception-changer, A provider of authentic cultural experiences, Respectful and non-exploitative

Copy Examples

• •Product (Afghan Glassware): More than just a vessel, each hand-blown glass carries the legacy of Herat's last remaining glassblowers. Feel the artisan's touch, a story of resilience poured into every unique piece. Bring centuries of Afghan tradition to your table.
• •Brand Mission: Beyond the headlines, beyond the conflict, lies a world of intricate beauty and enduring craftsmanship. ISHKAR partners with artisans in Afghanistan, Yemen, and beyond, bringing their exceptional work and powerful stories to you. Discover the art that rebuilds.
• •Artisan Story (Jewelry): Meet Fatima, a silversmith from Kabul whose hands weave generations of skill into every necklace. With every piece purchased, you directly support her craft, her family, and the vibrant cultural heritage of Afghanistan. Wear a story of strength.
• •Call to Action (Support/Shop): Choose craftsmanship that empowers. Explore our curated collection of handcrafted treasures and become part of a global community that values heritage, supports artisans, and champions a different narrative. Shop with purpose, discover with heart.
• •Travel/Experience: Journey with ISHKAR beyond the familiar. Explore the ancient bazaars of Kabul, meet the master weavers of the Hunza Valley, and witness the vibrant cultures often unseen. Travel that transforms perceptions and connects you to the heart of human artistry.