Brand Tone

Authentic & Cultural, Personal & Heartfelt, Respectful & Appreciative, Empowering & Uplifting, Creative & Unique, Approachable & Friendly

Brand Values

• •Cultural Heritage (Māoritanga): Reclamation, preservation, and celebration of Māori identity, language, and traditions.
• •Authenticity & Craftsmanship: Creating unique, handmade pieces with care and aroha (love).
• •Connection & Belonging: Fostering a sense of connection to culture, identity, and to others.
• •Empowerment & Self-Expression: Encouraging people to be "unapologetically themselves" and embrace their uniqueness.
• •Respect for Nature (Papatūānuku): Using natural materials sustainably and with gratitude, including tikanga in harvesting. Also evidenced by a "Climate Commitment" page on their website.
• •Joy & Whimsy (as initially stated on the old Shopify URL context, though less prominent now with the flax products, the "Art Kiss" name still allows for this): Bringing beauty and a touch of specialness into everyday life. The name itself is a play on the founder's Dad's cheeky humour.
• •Resilience & Encouragement: Embodied in the "Karawhiua Collection" name, meaning "Go for it! Give it heaps!"

Best Practices

• •Embrace Te Reo Māori Authentically: Continue to weave Māori words and phrases naturally into your copy. Provide translations where helpful for a broader audience but maintain the cultural integrity. This reinforces identity and authenticity.
• •Share Your "Why" Consistently: Regularly connect your products back to your core values: cultural heritage, empowerment, connection to nature, and personal journey. Storytelling is key.
• •Maintain a Personal, Heartfelt Voice: Even as the brand grows, retain the "one wahine band" feel in your communication. Use "I" and share personal anecdotes or inspirations (like the meaning of "Kihi Toi" or the tikanga of harvesting). This builds connection and trust.
• •Infuse Messages of Empowerment and Aroha: Ensure your copy aims to uplift your audience. Use encouraging language and expressions of care (aroha), reflecting the mission to boost confidence and belonging.
• •Be Visually and Verbally Cohesive: Match the warm, natural, and culturally rich aesthetic of your products and visuals with equally thoughtful and respectful language. Ensure all platforms reflect this consistent tone, from product descriptions to social media replies.

Social Perception

Highly Positive, Culturally Significant, High Quality & Unique, Personal & Caring, Support for Small Māori Business

Copy Examples

• •Adorn yourself with a whisper of Aotearoa. Our Whakahou Poto whakakai, handcrafted with aroha from natural Wharariki flax, carry the spirit of renewal. Each pair is a unique treasure, a gentle reminder to embrace your beautiful identity. Kia kaha, kia māia, kia manawanui – Be strong, be brave, be steadfast.
• •Connecting with Papatūānuku, gathering treasures for new whakakai. 🙏🏽 Every strand of Wharariki tells a story, woven with respect and gratitude. It’s more than just art; it’s a piece of my heart, a celebration of our heritage. What connects you to your roots? #KihiToi #MāoriArt #Whakakai #NaturalMaterials #CultureConnects #MadeWithAroha
• •Kihi Toi is more than just a name – it's an 'Art Kiss' to the world, inspired by a father's love and a journey of cultural reclamation. As a one-wāhine band, I pour my heart into creating contemporary Māori taonga that I hope will empower you to feel confident and connected to your unique story. Ngā mihi nui, Clare.
• •Kia ora [Customer Name], your beautiful Kihi Toi taonga is now making its journey to you! Each piece is crafted with intention and a deep respect for our whenua (land) and traditions. I hope it brings a touch of Aotearoa's spirit and a smile to your face. Thank you for supporting this small Māori pakihi. Ngā mihi, Clare @ Kihi Toi.
• •Introducing the Karawhiua Collection! ✨ 'Karawhiua' means 'Go for it! Give it heaps!' – a reminder of your incredible capability. These whakakai, woven from sacred NZ flax, are designed to uplift and inspire. Wear them as a symbol of your strength and unique beauty. Shop the collection now - link in bio! #KihiToi #Karawhiua #MāoriArtist #Empowerment #NewCollection #NZMade