Brand Tone

Mindful & Conscious, Ethical & Fair, Artisanal & Handcrafted, Global & Culturally Rich, Warm & Welcoming, Authentic & Rooted

Brand Values

• •Ethical Sourcing & Fair Trade: Prioritizing partnerships with artisans and ensuring fair practices.
• •Sustainability & Mindfulness: Offering products made with consideration for people and the planet.
• •Artisan Collaboration & Empowerment: Valuing and supporting the craft and heritage of global artisans.
• •Cultural Connection & Celebration: Believing in the interconnectedness of journeys and the unique heritage of each product.
• •Quality & Uniqueness: Providing unique, handcrafted items that customers will cherish.
• •Community: Fostering a sense of connection with customers and artisan partners.

Best Practices

• •Emphasize "Mindful" and "Ethical": Consistently use language that reflects consciousness, ethical sourcing, and fair trade principles. Words like "mindful," "conscious," "ethical," "fair trade," "sustainable," and "artisan-made" should be staples.
• •Tell the Story: Go beyond product features. Share the origin of the items, information about the artisans or their techniques, and the cultural significance where appropriate. This reinforces the values of connection and heritage.
• •Use Warm and Inclusive Language: Create a welcoming and friendly atmosphere in your copy. Address the customer directly and foster a sense of shared values and community.
• •Highlight Uniqueness and Craftsmanship: Stress the handcrafted nature of the products. Use descriptive words that convey quality, care, and the distinctiveness of each item (e.g., "handwoven," "small batch," "one-of-a-kind," "artisan-crafted").
• •Maintain Visual and Textual Harmony: Ensure that the imagery used alongside the copy aligns with the brand's earthy, vibrant, and authentic aesthetic. The visual story should complement the written narrative.

Social Perception

Trusted Purveyor of Ethical Goods, Source of Unique and High-Quality Gifts, Friendly and Welcoming Local Business, A Brand with a Story, Supporter of Global Artisans

Copy Examples

• •Headline: Discover the Story in Every Stitch. Body: Our latest collection of handwoven textiles arrives from the highlands of Guatemala, each piece a vibrant testament to generations of craft. Wrap yourself in a tradition, knowing your purchase supports the artisan families who weave their heritage into every thread. Shop mindfully, live colorfully.
• •Instagram Caption: More than just a [Product Name], it's a connection. ✨ This [Product Material] [Product Name] was handcrafted with intention by our artisan partners in [Country/Region]. By choosing Koraa, you're choosing fair wages, sustainable practices, and the celebration of global artistry. Journey with us. #Koraa #FairTrade #HandmadeWithLove #EthicalShopping #GlobalGoods
• •Product Description Snippet (for a ceramic item): From the earth, by hand, to your home. This unique ceramic piece carries the warmth of [Region]'s rich clay and the soul of the artisan who shaped it. Perfect for [Use Case] or as a mindful gift that gives back.
• •Email Subject Line: New Arrivals: Gifts That Tell a Global Tale. Email Body Snippet: Journey to distant lands without leaving home. Our new collection features handcrafted treasures from over 20 countries, each chosen for its unique beauty and ethical journey. Find something truly special, for them or for you.
• •About Us Page Snippet: At Koraa, we believe every item holds a journey. From our beginnings at local craft shows to our cherished Berkeley storefront, our path has always been about connecting—connecting with talented artisans, with diverse cultures, and with you. We curate and create goods that are not only beautiful but also kind to the people who make them and the planet we share.