Brand Tone

Authentic, Warm & Approachable, Story-driven, Ethical & Conscious, Appreciative & Respectful, Slightly Nostalgic/Traditional

Brand Values

• •Artisanship & Tradition
• •Ethical Production
• •Sustainability & Slow Fashion
• •Quality
• •Giving Back & Philanthropy
• •Connection & Meaning
• •Purpose-driven Commerce

Best Practices

• •Prioritize Storytelling: Always weave the narrative of the artisans, the tradition, and the "why" behind Mar Y Lana into your copy, whether it's a product description or a social media post.
• •Use Warm and Inclusive Language: Address your audience with a friendly, respectful, and inviting tone. Phrases like "Join us on this exciting journey" or "you and your littles" foster a sense of community.
• •Highlight Ethical & Sustainable Aspects: Consistently and transparently mention the handmade nature, slow fashion principles, ethical sourcing, and fair labor practices. This reinforces core values.
• •Focus on Quality and Durability: Emphasize that these are items "made to last," connecting to the idea of conscious consumption and moving away from a throwaway culture.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy aligns with the visual aesthetic (natural, authentic, warm). If the images are cozy and heartfelt, the language should be too. Imagery of artisans at work should be accompanied by respectful and appreciative copy.

Social Perception

Mar Y Lana is perceived as a brand deeply committed to ethical practices and supporting artisan communities in Colombia. Customers and partners see them as a proponent of slow fashion, offering high-quality, handmade items with a story. There's an appreciation for the transparency regarding their production methods and their "giving back" initiatives. The brand is associated with authenticity and a desire to make a positive impact through commerce. The aesthetic is seen as natural, beautiful, and connected to Colombian culture.

Copy Examples

• •Each thread tells a story, woven with generations of skill and heart. Our artisans in Colombia pour their tradition into every Mar Y Lana piece, creating not just a textile, but a legacy. Feel the warmth of heritage. #MarYLana #SlowFashion #ArtisanMade #ColombianCraftsmanship #EthicalStyle
• •Wrap yourself in more than just wool; embrace a tradition. Our [Product Name] Ruana is hand-loomed by master artisans in the Colombian highlands, using time-honored techniques. Made to last, designed with purpose, and supporting a community with every purchase. Experience the soul of Mar Y Lana. #HandmadeWithLove #EthicalFashion #SustainableTextiles #SeaAndWool
• •Mar Y Lana (Sea & Wool) was born from a love for heirloom quality and a desire to make a difference. We partner with talented Colombian artisans, preserving their incredible craft and ensuring fair, healthy working conditions. When you choose Mar Y Lana, you choose beautiful, meaningful goods that give back. Join us in celebrating slow fashion and generational art.
• •Tired of fast fashion? Discover Mar Y Lana. Beautiful, handcrafted ponchos and textiles made with soul by Colombian artisans. Ethical. Sustainable. Made to last. Click to explore our collection and support a tradition. Your purchase directly impacts their livelihood. #ShopEthical #ArtisanGoods #MarYLanaDifference
• •Dear [Customer Name], At Mar Y Lana, we believe in pieces that carry meaning. Go behind the scenes and meet the incredible artisans who bring our collections to life, and see how your support helps preserve a beautiful Colombian heritage. Plus, discover our latest arrivals, crafted with intention and made to be cherished.