Brand Tone

Friendly, earthy, passionate, laid-back, positive, and authentic, with an informal and warm approach that reflects its bohemian identity.

Brand Values

• •Ethical and Responsible Sourcing
• •Community and Global Giving
• •Adventure and Cultural Appreciation
• •Authenticity and Fun

Best Practices

• •Always connect products back to the brand's core values. Don't just sell a sweater; sell a warm, ethically made piece from a family of artisans in Nepal that also helps fund a community project. Storytelling is your greatest asset.
• •Incorporate words that evoke warmth, nature, and community. Terms like handcrafted, artisan, soul, journey, vibrant, community, sunshine, and love align perfectly with the brand's tone. Keep the language accessible and friendly.
• •Talk about the people behind the products. Mention the Erskine family's travels, the artisans, and the customers (the "Mexicali community"). Use "we" and "you" to create a direct, personal connection.
• •Regularly mention the B Corp certification and the 1% giving program. This isn't just a footnote; it's a primary reason for customers to choose Mexicali Blues. Weave it into product descriptions, social media posts, and email campaigns to reinforce trust.
• •Keep the fun-loving, music-inspired origins alive. Use playful language, make pop-culture references where appropriate (like to the Grateful Dead), and maintain a tone that is joyful and never takes itself too seriously. Your tagline is "clothing that fits your mind," so the copy should do the same.

Social Perception

Trusted, unique, ethical, and feel-good; customers perceive it as a source of high-quality, distinctive products that embody positive values and contribute to global communities.

Copy Examples

• •Woven with stories from across the globe. Our new collection of Recycled Sari Skirts has arrived, each one as unique as the person who wears it. Ethically sourced and full of soul. Tap to explore the colors of the world. #MexicaliBlues #EthicalFashion #BohoStyle #SariSkirt
• •A little piece of paradise just landed...
• •Gather your favorite people. Hand-carved by artisans in India, this Timber Tumble game is more than just a game—it's a reason to connect. Made with sustainable wood and a whole lot of love, it’s the perfect addition to a cozy night in. Because the best moments are the ones we share.
• •Wear the change you want to see. As a Certified B Corp, every piece you buy from us supports artisans, protects traditions, and gives back 1% to global communities. Shop goods you can feel good about. [Shop Now]
• •From Bali to Your Doorstep. Adventure awaits in every thread, bead, and carving. Discover unique, handcrafted treasures that fit your mind and accent your life. [Explore New Arrivals]