Brand Tone

Authentic, Respectful, Empowering, Proud, Personal, Passionate, Community-Oriented, Welcoming, Elegant, and High-Quality

Brand Values

• •Cultural Heritage & Preservation
• •Manaakitanga (Respect & Care)
• •Kaitiakitanga (Stewardship)
• •Auahatanga (Creativity & Innovation)
• •Whanaungatanga (Family & Community)
• •Empowerment
• •Authenticity

Best Practices

• •Embrace Te Reo Māori Authentically: Integrate Māori words and phrases naturally and correctly, providing translations where appropriate for a wider audience.
• •Tell the Story Behind the Art: Share the symbolism of designs, colors, and the inspiration drawn from Māori legends, nature, or family.
• •Highlight Whānau and Craftsmanship: Emphasize the family involvement and the handmade nature of each piece.
• •Focus on Empowerment and Pride: Craft messages that resonate with the feeling of mana and cultural pride that wearing a korowai instills. Use uplifting and affirmative language.
• •Maintain a Respectful and Educational Stance: Copy should always be respectful of the cultural significance of korowai. Offer insights into customs and the meaning behind the garments to educate and enrich the customer experience.

Social Perception

Highly Respected, Source of Pride, High Quality & Beautiful Craftsmanship, Culturally Significant, and Inspirational

Copy Examples

• •Headline: Wear Your Heritage. Embrace Your Mana. Body: Each Korowai by Hiria is more than a garment; it's a story woven with ancestral pride and contemporary artistry. Handcrafted with aroha by our whānau, for yours. Discover the cloak that speaks to your spirit. Call to Action: Explore Our Collections.
• •Headline: From Our Hands to Your Heart: A Taonga for Generations. Body: At Korowai by Hiria, we blend time-honored tradition with modern design to create unique, handcrafted korowai. Each piece is imbued with cultural significance, blessed by our kaumatua, and made to be treasured for a lifetime and beyond. Call to Action: Create Your Custom Korowai.
• •Headline: Celebrating Milestones, Woven with Meaning. Body: Mark life's most precious moments – graduations, weddings, births – with a symbol of love, protection, and identity. Our contemporary kākahu and korowai are designed to honor your journey and empower you to stand tall in your heritage. Call to Action: Find a Korowai for Your Special Occasion.
• •Social Media Post (with an image of a child wearing a korowai): Text: See the mana in their eyes? ✨ We believe every child deserves to feel the pride and protection of their culture. Our Kids Korowai are made with love, inspiring our tamariki to walk forward with strength and identity. #KorowaiByHiria #ManaTamariki #CulturalPride #FutureLeaders Call to Action: Shop Kids Korowai.
• •About Us Snippet: Text: Founded on a passion for our Māori heritage, Korowai by Hiria is a whānau affair. Three generations pour their aroha and expertise into every stitch, sharing the ancient art of korowai with the world. It's not just a business; it's our legacy, and an invitation to connect with the heart of Aotearoa. Call to Action: Learn Our Story.