Brand Tone

Artisanal & Appreciative, Chic & Effortless, Ethical & Conscious, Inspired & Worldly, Feminine & Modern

Brand Values

• •Craftsmanship & Quality
• •Ethical Production
• •Sustainability
• •Authenticity & Unique Design
• •Style & Versatility

Best Practices

• •Emphasize Storytelling: Continuously weave the brand's origin story, the inspiration from the fisherman's sandals, and Maria Gordillo's vision into the narrative. This reinforces authenticity and connection.
• •Highlight Artisanship and Ethics: Always mention the handmade quality, the Peruvian artisans, women-led factories, and sustainable/natural materials. This appeals to the conscious consumer and justifies the premium nature of the product.
• •Use Evocative and Sensory Language: Describe the feel of the materials, the beauty of the natural dyes, and the environments where the sandals can be worn (e.g., "sun-drenched shores," "bustling cityscapes").
• •Maintain a Chic and Understated Elegance: The language should be sophisticated but approachable, mirroring the "effortless style" the brand aims to embody. Avoid overly casual slang or overly formal corporate speak.
• •Visual Consistency Reinforces Verbal Tone: Ensure that the language used in captions and website copy aligns with the aesthetic of the photography and visual branding – clean, stylish, with a touch of warmth and natural elements.

Social Perception

Customers are drawn to the unique, handmade quality and aesthetic. The brand appeals to consumers interested in ethical fashion due to its association with Peruvian artisans and women-led factories. It is perceived as offering stylish, comfortable sandals suitable for various occasions, with an appreciation for the brand's story and cultural inspiration. A challenge is the name similarity with the Marea restaurant.

Copy Examples

• •Headline: Wander in Wonder. Step into Marea. Body: Discover sandals handcrafted by women artisans in Peru. Each pair tells a story of tradition, natural beauty, and the effortless style of the modern explorer. Walk your own path. Call to Action: Shop the Collection
• •Headline: From City Streets to Sandy Shores: Your Anywhere Sandal. Body: Marea New York blends artisanal heritage with contemporary chic. Made with sustainable practices and a love for unique design, our sandals are crafted to journey with you, wherever life leads. Call to Action: Find Your Pair
• •Headline: Consciously Crafted. Beautifully Worn. Body: We believe in fashion that feels good, inside and out. Our sandals are ethically handmade in Peru, supporting women-led factories and using natural dyes. Style with substance. Call to Action: Learn Our Story
• •Headline: The Art of the Sandal. Body: Inspired by a chance encounter, brought to life by skilled hands. Marea New York offers more than just footwear; it’s a piece of artistry, designed to age beautifully and be worn religiously. Call to Action: Explore Designs
• •Headline: Effortless Elegance, Ethically Made. Body: For the woman who values both style and identity. Our sandals are a celebration of unique craftsmanship and sustainable choices, designed to make you feel confident and connected. Call to Action: Discover Marea New York