Brand Tone

Artisanal, Elegant, and Reverent

Brand Values

• •Artisanal Craftsmanship
• •Cultural Heritage
• •Quality and Detail
• •Customer-Centric Beauty

Best Practices

• •Lead with Storytelling: Every piece of copy, from a product description to a social media post, should connect the product back to its origin story—the artisans, the Guadalajara workshop, and the traditional carving techniques. This narrative is your strongest differentiator.
• •Emphasize "Handmade" with Sensory Language: Use evocative words that appeal to touch and sight. Instead of just saying "high quality," use phrases like "sublime to the touch," "intricate, hand-carved patterns," "finest selected leather," and "masterful craftsmanship."
• •Maintain a Reverent Tone: Always speak of the craft and the artisans with respect. This elevates the brand from a simple retailer to a curator of cultural art. Frame your products as "pieces," "creations," or "works of art" rather than just "items" or "units."
• •Center the Customer's Uniqueness: Consistently echo the brand's mission to "highlight the beauty and uniqueness of our customers." Write copy that empowers the customer, suggesting that owning a Maagu bag is a form of self-expression and an appreciation for true artistry.
• •Create a Lexicon of Brand Keywords: Develop a list of on-brand words and phrases to use consistently across all platforms. This list should include: Artisan, Handmade, Heritage, Guadalajara, Carving, Mastery, Sublime, Detail, Unique, Beauty, and Craftsmanship. Avoid overly casual slang or corporate jargon that would dilute the brand's elegant and artisanal identity.

Social Perception

A high-quality, niche producer of artistic leather goods, positioned in the premium-accessible segment of the market, appealing to consumers willing to pay more for unique, handcrafted items.

Copy Examples

• •From our workshop in Guadalajara to your wardrobe. Each line and impression on our Sofia bag is a testament to the Mexican carving heritage passed down through generations. This isn't just a handbag; it's a story carved in leather. #Maagu #HandmadeLeather #ArtisanalCraft #MexicanHeritage
• •The Sofia is more than an accessory; it is a masterpiece of sublime touch and detail. Handcrafted from the finest selected leather, its surface tells the story of Mexican carving heritage—an artisanal technique where every mark is made with intention and mastery. Designed to celebrate your unique beauty, the Sofia is a timeless piece for those who value art and elegance in equal measure.
• •New from the Workshop: Art You Can Carry.
• •Headline: Maagu: The Soul of Mexican Artistry. The Beauty of You. Sub-headline: Discover contemporary handmade leather goods crafted with a sublime touch and a taste for every detail.
• •Headline: Tired of the Same? Embrace the Unique. Body: Your style is one-of-a-kind. Your accessories should be too. Maagu brings you handmade leather bags from the heart of Guadalajara, Mexico. Each piece is a work of art, reflecting a rich heritage of artisanal carving. Find the bag that speaks to you. Call to Action: Shop the Collection