Brand Tone

Authentic & Story-driven, Empathetic & Community-Focused, Artistic & Appreciative, Proudly South African/African, Respectful & Dignified

Brand Values

• •Empowerment
• •Community & Collaboration
• •Craftsmanship & Quality
• •Cultural Preservation & Heritage
• •Authenticity & Uniqueness
• •Sustainability & Ethical Practices

Best Practices

• •Always Lead with Story: Whether it's the artisan's story, the cultural inspiration, or the community impact, narrative should be central to connect emotionally.
• •Emphasize "Handmade" and "Authenticity": Consistently highlight the unique, one-of-a-kind nature of each product due to the handcrafting process. Stress that each item is a direct reflection of the artisan.
• •Use Warm, Respectful, and Empowering Language: Speak about the artisans and their culture with dignity. Focus on positive impact, skill, and shared success rather than just need.
• •Incorporate Sensory and Evocative Descriptions: Use words that appeal to sight (vibrant, colorful), touch (tactile, textured), and emotion (passion, joy, hope) to convey the richness of the products and their cultural significance.
• •Maintain a Focus on Community and Shared Values: Regularly reinforce the "WE before I" philosophy and the collective effort behind Kaross. Highlight the role of the Kaross Foundation and partnerships to demonstrate commitment beyond profit.

Social Perception

Positive & Admirable, High-Quality Artisan Goods, Culturally Rich & Authentic, Empowering & Ethical, A "Feel-Good" Brand

Copy Examples

• •Each stitch tells a story. A story of heritage, of passion, and of hands that have perfected a timeless craft. Discover the soul of Africa woven into every Kaross creation. #Kaross #HandEmbroidered #AfricanArt #MadeInSA #ArtisanCraft
• •Meet the heart of Kaross. ❤️ For over 30 years, our incredible community of 1300 artisans has been the driving force behind our creations. It's more than embroidery; it's a legacy of empowerment, a celebration of skill, and a brighter future woven together. #KarossCommunity #EmpoweringWomen #AfricanHeritage #SocialImpact #HandmadeWithLove
• •Bring the vibrant spirit of the African bushveld into your home with our 'Savanna Bloom' cushion cover. Meticulously hand-embroidered by our skilled Vatsonga artisans, each piece is a unique masterpiece, bursting with color and life. Crafted with passion and designed to last, it’s not just a cushion – it’s a piece of art that carries a story of hope and community.
• •Dear [Customer Name], At Kaross, we believe in the power of 'Ubuntu' – I am because we are. This month, we share the inspiring journey of [Artisan's Name], one of the talented hands bringing our 'Signature Collection' to life. Read how traditional skills are shaping modern futures and how your support helps weave a tapestry of change in rural Limpopo.
• •Born from a vision to uplift and empower, Kaross began in 1988 with just five women and a shared dream. Today, we are a thriving collective, giving a modern voice to ancient traditions. Every Kaross piece is more than just an item; it's a testament to the enduring spirit of African creativity and the profound impact of community.