Brand Tone

Sincere, warm, and mission-driven; authentic and approachable; positive and celebratory, using Swahili greetings like 'Karibu!'; conveying artisanal quality, authenticity, and heartfelt purpose.

Brand Values

• •Fair Trade
• •Dignity and Empowerment
• •Community and Sustainability
• •Authenticity and Craftsmanship
• •Social Good

Best Practices

• •Lead with the 'Why': Always connect the product back to the mission. Start with the story of empowerment, fair trade, or the artisan behind the craft before detailing the product features.
• •Use Warm and Inclusive Language: Incorporate words like 'celebrate,' 'connect,' 'empower,' and 'community.' Continue using Swahili greetings like 'Karibu!' to maintain a unique and welcoming brand voice.
• •Emphasize 'Handmade': Stress the uniqueness and quality that comes from handcrafted items. Use phrases like 'one-of-a-kind,' 'crafted with care,' and 'artisanal quality' to differentiate from mass-produced goods.
• •Educate and Inform: Use copy to gently educate the customer about the impact of their purchase. Briefly explain what fair trade means and how their support directly benefits the artisans and their communities.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy matches the authentic, warm aesthetic of the product photography. The visuals should show the texture and artistry of the products, while the text tells their story.

Social Perception

Positive, aligning with growing consumer interest in ethical, sustainable, and handmade products. Perceived as transparent, authentic, and impactful, as purchases are seen as contributions to a greater cause (social impact, supporting artisans).

Copy Examples

• •Adorn yourself with more than just a necklace. The Amadi Necklace is a piece of East African artistry, handcrafted with purpose. Each bead is a testament to the artisan who made it, blending timeless style with a story of empowerment. Wear it as a symbol of beauty, dignity, and fair trade.
• •(Image: A vibrant, detailed shot of a KANZI® tote bag held by a model) Carry a story with you. Our Amboseli Tote isn't just handmade; it's crafted with heart and purpose by our artisan partners in East Africa. Every stitch supports a sustainable livelihood and celebrates a rich cultural heritage. Find your treasure. #Kanzicraft #FairTrade #HandmadeForGood #ArtisanMade
• •Discover the hidden treasures of East Africa. At KANZI®, every piece of jewelry and home decor is handcrafted by talented artisans. Your purchase makes a world of difference, providing fair wages and supporting communities. Shop with purpose. Shop KANZI® today and get free shipping on orders over $50.
• •KANZI® was born from a simple idea: that beautiful objects can create sustainable change. Meaning 'hidden treasures' in Swahili, KANZI® is our mission to bring the unique, handcrafted artistry of East Africa to you. We are a fair-trade business, committed to empowering artisans and investing in their communities. Every item has a story. Every purchase has a purpose.
• •A Gift That Gives Back: Discover Our New Holiday Collection (Body) This season, give a gift that truly matters. Our new collection of handmade ornaments and nativities has arrived, direct from our artisan partners in Africa. Each piece is crafted with care and helps support a sustainable future. Explore the collection and share the story of fair trade.