Brand Tone

aspirational, authentic, and serene

Brand Values

• •Cultural Heritage
• •Sustainability
• •Quality and Craftsmanship
• •Social Responsibility

Best Practices

• •Always Root Copy in the "Why": Every piece of text, from a product description to a social media caption, should connect back to the core values: Basque heritage, sustainability, and quality. Before writing, ask: "How does this reflect our love for the Basque Country and our respect for the planet?"
• •Use a Mix of Languages Authentically: Continue weaving in Basque words and phrases (like itsasoa, euskal, berbak) and providing translations. This reinforces authenticity and offers a unique point of connection for those familiar with the culture and a point of discovery for others.
• •Maintain a Calm and Confident Tone: Avoid overly aggressive sales language, hype, and exclamation points. The brand's strength lies in its quiet confidence. Use evocative, sensory language that speaks of nature, history, and craftsmanship rather than urgent calls to action.
• •Tell Stories, Don't Just List Features: Instead of saying "High-quality organic cotton t-shirt," frame it as "A tee crafted from soft, organic cotton that tells the story of the Basque coast." Every product is an artifact of the brand's narrative.
• •Create a Brand Voice Style Guide: Document the key elements of the brand's voice—the tone words (aspirational, authentic, serene), core values, key messaging phrases, and preferred terminology. This ensures that anyone creating content for the brand can maintain consistency across all channels.

Social Perception

Kostako is perceived as a high-quality, authentic, and purpose-driven brand. Customers report high satisfaction, and its association with sustainable practices and local design positions it as a modern, conscientious brand that genuinely celebrates Basque identity, being both stylish and sustainable.

Copy Examples

• •Wear the roots of the Basque Country. Our organic cotton tee carries the strength of the Lauburu and the soul of the sea. Rooted in tradition, designed for today. #Kostako #BasqueCountry #EuskalHerria
• •Fashion that feels good, inside and out. At Kostako, every garment is crafted from organic materials, just for you. No waste, just pure Basque essence. Discover conscious style. [Shop Now] #ModaSostenible #HechoEnEuskadi
• •Whispers of Giants & Lamias. Our new collection brings ancient Basque legends to life. Explore designs born from myth and woven with respect for nature. #BasqueMythology #Kostako
• •Eskerrik asko for being part of our story. As a member of the Kostako family, you're helping to keep Basque culture thriving. As a thank you, here’s an early look at our new 'Itsasoa' (The Sea) collection. We hope you love it.
• •It's more than a design. It's a story. It's the echo of the whalers, the whisper of the wind over the Cantabrian Sea. It's our culture, woven into every fiber. Kostako. The Basque Country Brand.