Brand Tone

sophisticated, minimalist, artistic, concise, professional, confident

Brand Values

• •Timeless Design
• •Artisanship & Quality
• •Artistic Collaboration & Dialogue
• •Functionality
• •Colombian Artistry

Best Practices

• •Embrace Minimalism: Use concise, purposeful language. Avoid jargon, slang, and excessive adjectives. The copy should be as clean as the product designs.
• •Lead with Art and Design: Always frame the products within the context of artistry and design. Use terms like "sculptural," "form," "dialogue," and "crafted" to reinforce the brand's creative foundation.
• •Maintain a Sophisticated Vocabulary: The language should be elevated but accessible. It needs to reflect the intelligence and taste of the target audience without alienating them.
• •Tell the Story of Craftsmanship: Briefly highlight the materials and creation process. This reinforces the values of quality and artisanship and justifies the premium positioning of the brand.
• •Be Consistent Across All Channels: The sophisticated, minimalist, and artistic tone must be present everywhere, from the website's microcopy to Instagram captions and customer service emails, to build a strong, recognizable brand voice.

Social Perception

Online, SHUK is perceived as a high-quality, designer brand. The founder, Mariana Shuk, is recognized as an established artist who has participated in numerous international exhibitions, which lends significant credibility and prestige to the brand. The perception is that of an exclusive label appreciated by those with an eye for design and quality craftsmanship. The brand's association with the art world further elevates its status beyond that of a mere fashion accessories company.

Copy Examples

• •The Architect Tote. Where form meets function. Crafted for a life in motion. #ShukBags #TimelessDesign
• •It's more than an accessory. It's a piece of art. Discover the SHUK collection, where timeless artisanship and modern design converge. Shop now.
• •Sculptural Forms. Lasting Impressions. Explore the jewelry of Mariana Shuk—a dialogue in precious metals.
• •Subject: Art in Conversation: SHUK x [Guest Designer Name] We believe in the power of creative dialogue. This season, we are honored to welcome [Guest Designer Name] to our Bogotá workshop. Discover a limited collection where two artistic visions become one. Available exclusively at our boutique.
• •The City companion. Designed for effortless elegance and everyday utility. Made from full-grain Colombian leather, this piece develops a unique patina over time. Features an adjustable strap and a secure zip closure for your essentials.