Brand Tone

Empowering and Inspirational, Patriotic and Proud, Appreciative and Respectful, Story-driven and Evocative, Community-focused, Approachable Luxury

Brand Values

• •Empowerment
• •Resilience
• •Sacrifice
• •Courage
• •National Pride/Heritage
• •Quality and Craftsmanship
• •Community/Support

Best Practices

• •Always Circle Back to "Why": Every piece of copy should, in some way, connect to the core mission of empowering Filipinos and honoring their heritage. Remind the audience of the "Kaya ko" spirit.
• •Use Inclusive Language: Address the Filipino community directly (e.g., "kabayans," "Filipino heroes"). Foster a sense of belonging and shared identity.
• •Incorporate Storytelling: Weave in narratives of Filipino resilience, historical figures, or the symbolism behind watch designs. This makes the brand more engaging and emotionally resonant.
• •Maintain a Balance of Pride and Humility: Celebrate Filipino achievements and culture with genuine pride, but avoid arrogance. The tone should remain respectful and appreciative of the sacrifices being honored.
• •Be Authentic and Sincere: The empowering message should feel genuine. Avoid overly aggressive marketing language; instead, focus on inspiration, connection, and the intrinsic value of what the brand represents. Testimonials and real stories can enhance this.

Social Perception

Symbol of Filipino Identity, Empowering Accessory, High Quality and Meaningful Design, A Brand That Understands and Represents Filipinos, Supportive of the Community

Copy Examples

• •Headline: Wear Your Strength. Wear Your Story. KAYAKO. Body: More than a timepiece, it’s a testament to the Filipino spirit. Every KAYAKO watch carries the courage of our heroes and the resilience that defines us. Kaya mo. Kaya natin.
• •Headline: For the Modern-Day Hero: A Symbol of Your Sacrifice. Body: You move mountains for your loved ones. You face challenges with unwavering resolve. The KAYAKO Gabriela Silang collection honors your bravery and your journey. Carry your heritage with pride.
• •Headline: KAYAKO: Crafted with Purpose, Worn with Pride. Body: From the heart of the Philippines to wrists around the world. Our watches blend timeless design with uniquely Filipino details, reminding you of where you came from and the greatness you embody.
• •Headline: Join the KAYAKO Movement: I Can. We Can. Body: KAYAKO isn't just about watches; it's about a community of Filipinos who believe in their power to achieve. Share your #KayaKoStory and inspire others.
• •Headline: The Amihan Collection: Where Legend Meets Legacy. Body: Inspired by the strength of Malakas and the spirit of Amihan, this collection is a tribute to our rich mythology and the enduring power within every Filipino. Discover a watch that tells your epic story.