Brand Tone

The brand tone is passionate, sincere, and educational, characterized by an ethical stance emphasizing vegan, cruelty-free, and eco-responsible practices. It is artisanal, highlighting handcrafted products; innovative, showcasing unique sustainable materials; and personal, sharing the founder's journey and passion.

Brand Values

• •Sustainability and Eco-responsibility
• •Ethical Production and Veganism
• •Artisanal Craftsmanship
• •Innovation
• •Authenticity and Transparency

Best Practices

• •Lead with Your "Why": Always connect the product back to the core mission. Whether it's a new wallet or a classic handbag, the copy should remind the customer of the sustainable and ethical principles behind it.
• •Use Storytelling: Share the narrative of the brand's origins, the founder's passion, and the partnership with artisans. Personal stories create an emotional connection that transcends the product itself.
• •Educate and Inform: Use clear, accessible language to explain the benefits of the unique materials. Many consumers may not be familiar with cork or apple leather, so copy should be informative without being overly technical.
• •Emphasize Quality and Durability: While the ethical angle is key, it's crucial to assure customers of the products' high quality, durability, and practicality. Use terms like "durable," "water-resistant," and "soft to the touch" to build confidence.
• •Maintain a Personal and Passionate Voice: The copy should always sound like it's coming from a person who genuinely believes in the product and the mission. Avoid overly corporate or generic language. A personal, sincere, and passionate tone will reinforce the brand's authenticity.

Social Perception

Karmyliege is perceived as a trustworthy and ethical brand, praised for high-quality, unique products and excellent, personalized customer service. Customers frequently highlight the beauty and softness of the materials, often expressing pleasant surprise at the quality of cork as a leather alternative. The brand is seen as a leader in ethical fashion, offering stylish items without compromising its values, and maintains a strong, positive relationship with its customer base, evidenced by high ratings and 'Star Seller' status.

Copy Examples

• •Style That Grows on Trees. Literally. Discover our collection of handcrafted cork accessories. As durable as leather, as soft as suede, and as kind to the planet as a walk in the woods. Karmyliege: Wear the change.
• •The Apple of Your Eye (and Your Wardrobe). Introducing our revolutionary Apple Leather wallets. Made from repurposed apple waste, these sleek, durable accessories are a testament to sustainable innovation. A chic, cruelty-free choice you can feel good about.
• •From Portugal, With Passion. Every Karmyliege piece is born from a unique collaboration between our founder's vision and the time-honored skill of Portuguese artisans. Feel the quality of true craftsmanship in every stitch.
• •Vegan-Approved. Customer-Adored. We're proud of our PETA-Approved Vegan certification, but our greatest pride comes from the glowing reviews of our community. Experience the quality and design that has everyone talking.
• •The Future of Fashion is in Your Hands. Choosing a Karmyliege accessory means choosing a better future. Our cactus and apple leather products are not just beautiful —they represent a commitment to a kinder, more sustainable world. Thank you for being a part of the movement.