Brand Tone

Youthful, trendy, friendly, approachable, aspirational, and accessible.

Brand Values

• •Sustainability
• •Individuality and Self-Expression
• •Affordability

Best Practices

• •Define and Unify the Brand: The most critical step is to resolve the brand identity crisis. Decide whether Kuchi is a fashion brand or a food brand. All communication will be inconsistent until this is clarified. Assuming the focus is clothing, all food-related content should be moved to a separate set of social media profiles.
• •Maintain a Consistent Voice: Always use a youthful, friendly, and slightly playful tone. Incorporate relevant emojis (✨, 💖, 🌎, 🚀) and slang that resonates with the target demographic in Mexico.
• •Lead with Values: Weave the values of sustainability and individuality into the copy. Don't just sell a skirt; sell a "unique piece," a "conscious choice," or a "vintage treasure." This builds a stronger connection with the audience.
• •Create Clear Calls-to-Action (CTAs): Be direct about what you want the user to do. Use phrases like "Mándanos DM para comprar," "Ve nuestros stories," or "Etiquétanos en tu look" to guide the user journey.
• •Engage as the Brand: Respond to comments and messages using the established brand tone. This reinforces the brand's personality and makes it feel more authentic and approachable.

Social Perception

Within its niche social media following, Kuchi is viewed as a good source for curated, trendy second-hand clothing. However, its overall brand perception is significantly muddled by the parallel promotion of meat products, which may confuse potential customers and dilute the brand's identity as a sustainable fashion entity.

Copy Examples

• •✨ ¡Alerta de joyitas! ✨ El drop de esta semana ya está en nuestro perfil. Piezas Y2K, denim de los 90s y tesoros vintage que no encontrarás en otro lugar. ¡Corre a nuestros stories antes de que vuelen! 🚀 #ThriftedFashion #ModaSustentable #Mexico
• •Esta falda de mezclilla lo es TODO. 🦋 Imagina los looks que puedes crear. Es única, es vintage y te está esperando. Mándanos DM para hacerla tuya. 💖 #VintageVibes #PiezaUnica #ModaCircular
• •Elige diferente. Elige consciente. 🌎 Cada vez que compras una prenda de segunda mano, le das una nueva vida y ayudas al planeta. Gracias por ser parte del cambio. #SustainableStyle #Preloved #KuchiConsciente
• •¡Queremos ver tus looks Kuchi! 🤩 Etiquétanos en tus fotos con el hashtag #KuchiGCO y podrías aparecer en nuestro perfil. ¡Inspira a la comunidad con tu estilo! ✨
• •¿Te imaginas la historia detrás de esta chamarra? 🧥 Viajó desde los 80s para llegar a tus manos. No es solo ropa, es un pedacito de tiempo. Adopta una historia. #VintageStory #80sFashion #ModaConHistoria