Brand Tone

Empathetic & Purpose-Driven, Authentic & Story-Oriented, Warm & Community-Focused, Appreciative & Joyful, Stylish & Confident

Brand Values

• •Social Responsibility & Empowerment
• •Artisanal Craftsmanship & Quality
• •Colombian Heritage & Talent
• •Authenticity & Transparency
• •Customer Satisfaction

Best Practices

• •Always Lead with Purpose: Ensure the social mission and the stories of the artisans are central to your messaging, even in product-focused copy. Connect the product's beauty back to the hands that made it.
• •Use Warm, Inclusive, and Emotive Language: Words like "familia" (family), "sueños" (dreams), "alegría" (joy), "transformar" (transform), and "corazón" (heart) resonate with the brand's values. Maintain an approachable and appreciative tone.
• •Highlight Authenticity and Craftsmanship: Emphasize "hecho a mano" (handmade), "talento colombiano" (Colombian talent), and the unique, imperfect beauty of artisanal products. Share details about the process or the artisans when possible.
• •Speak Directly to the Conscious Consumer: Acknowledge their desire to make a positive impact with their purchases. Frame buying a KAF bag as a choice that aligns with their values.
• •Maintain Visual and Textual Cohesion: Ensure the imagery used alongside the copy (e.g., photos of artisans, vibrant product shots, Colombian landscapes) reinforces the brand's story, values, and the origin of the products. The copy should feel like a natural extension of what is seen.

Social Perception

Positive Customer Experience, Brand with a Conscience, Stylish and Unique Products, Emerging but Growing

Copy Examples

• •Headline: More Than a Bag, It's a Story Woven by Colombian Hands. Body: Each KAF bag carries the dreams, skills, and vibrant spirit of the woman artisan who crafted it. Discover unique, handmade pieces that not only elevate your style but also empower a community. Wear a story. Make a difference.
• •Headline: Color Your World, Empower Theirs. Body: Our latest collection bursts with the lively colors of Colombia, handcrafted with love and purpose. When you choose KAF, you're choosing to support fair trade and help transform the lives of talented women artisans. Find your perfect shade of impact.
• •Headline: Handmade with Heart, Designed for Your Life. Body: From busy days to special nights, a KAF bag is your companion in style and purpose. Meticulously crafted by our family of artisans in Colombia, each piece blends tradition with modern design, bringing joy to you and opportunity to them.
• •Headline: Feel the Colombian Soul in Every Stitch. Body: At KAF, we believe in fashion that feels good, inside and out. Our bags are more than accessories; they are a celebration of Colombian heritage, artisanal talent, and the powerful connection between you and the artisan. Shop consciously, shine brightly.
• •Headline: Join the KAF Familia: Where Style Meets Purpose. Body: Become part of a community that values beauty, craftsmanship, and making a positive impact. Every KAF bag you carry tells a story of empowerment and helps us write new chapters of hope for our Colombian artisans. Thank you for being part of our purpose.