Brand Tone

sincere, calming, and educational

Brand Values

• •Ethical Production
• •Authenticity and Tradition
• •Sustainability
• •Quality and Craftsmanship
• •Connection and Transparency

Best Practices

• •Prioritize Storytelling Over Selling: Lead with the narrative. Whether it ’s about an artisan, the history of a technique, or the journey of the fiber, the story creates an emotional connection that is more powerful than a direct sales pitch.
• •Use a Sensory and Evocative Vocabulary: Employ words that convey the physical and emotional experience of the products —terms like "soft," "warm," "gentle," "natural," "handcrafted," "timeless," and "authentic."
• •Maintain a Tone of Respect and Appreciation: Always speak of the artisans, their culture, and the alpacas with reverence. This reinforces the brand ’s ethical stance and differentiates it from mass-market competitors.
• •Educate Your Audience: Consistently share information about the benefits of alpaca wool, the importance of fair trade, and the realities of the artisan economy. This builds trust and positions the brand as a knowledgeable authority.
• •Ensure Visual and Textual Cohesion: The calm, natural aesthetic of the brand ’s photography should be mirrored in the copy. The text should be uncluttered, thoughtful, and have a gentle rhythm, complementing the visual identity for a seamless brand experience.

Social Perception

Customers and the general public perceive La Sierra as a premium, trustworthy, and ethical brand. It appeals to conscious consumers who value quality, sustainability, and transparency. The brand is seen not just as a retailer, but as a purveyor of authentic, handcrafted items with a meaningful story. Customer testimonials frequently highlight the exceptional softness and warmth of the products, as well as the positive customer service experience.

Copy Examples

• •The story of our knitwear is woven in every thread. In the heart of the Andes, our artisan partners use skills passed down through generations to create pieces you'll treasure for a lifetime. This is more than fashion; it ’s a celebration of heritage and a commitment to fair, beautiful craftsmanship. #LaSierraAlpaca #EthicalFashion #HandmadeWithLove #ArtisanMade
• •Wrap yourself in the unparalleled softness of the Andes. Our signature scarf is handcrafted from 100% pure alpaca wool, offering natural warmth and a weightless feel. Sourced directly from and made by our partner communities in Peru, each piece supports sustainable practices and preserves traditional artistry. A timeless accessory, designed by nature and perfected by hand.
• •Bring the gentle warmth of the mountains home. Our alpaca throws are more than just blankets; they are handcrafted heirlooms designed for quiet moments and lasting comfort. Discover a sustainable luxury that feels good, and does good. Shop our home collection.
• •Subject: Stories from the Andes & Our Newest Arrivals Preview: This season, we ’re sharing a closer look at the people and places behind your favorite alpaca pieces. Read the latest story on our journal and explore the new collection, crafted with intention and care.
• •Naturally Soft, Ethically Crafted. Discover the beauty of authentic Peruvian alpaca wool. Apparel and homewares made with respect for people and the planet.