Brand Tone

Empathetic & Purpose-Driven, Authentic & Story-Focused, Hopeful & Positive, Artistic & Appreciative (of craftsmanship), Modern & Stylish, Community-Oriented & Collaborative

Brand Values

• •Empowerment
• •Sustainability
• •Craftsmanship & Heritage Preservation
• •Ethical Practices & Fair Trade
• •Cultural Connection & Storytelling
• •Social Impact & Responsibility
• •Authenticity

Best Practices

• •Always Lead with Purpose: Whether it's a product description or a social media update, tie the message back to Moio’s core mission of empowerment, artisan support, and heritage preservation. The 'why' behind the brand is its strongest asset.
• •Use Storytelling: Share specific (anonymized, if necessary) stories of the artisans, the founder's journey, or the cultural significance of certain designs or techniques. This makes the brand relatable and the impact tangible.
• •Emphasize 'Handmade' and 'Artisan': Consistently use terms that highlight the human element, the skill involved, and the uniqueness of each piece, differentiating from mass-produced items. Words like 'handcrafted,' 'artisan-made,' 'traditional techniques' are key.
• •Maintain a Hopeful and Positive Voice: Even when discussing challenges faced by artisans, frame Moio’s intervention and the customer’s role in a positive, empowering light. Focus on solutions and progress.
• •Be Authentic and Transparent: Clearly communicate the social enterprise model. When discussing collaborations or materials, maintain honesty and clarity about sourcing and impact. This builds trust and reinforces the brand's ethical stance.

Social Perception

Positive & Admirable, Meaningful Purchases, Stylish & Unique, Empowering, Giftable

Copy Examples

• •Wear your story. Each Moio bracelet is a whisper of Zimbabwean heritage, a testament to Shona artistry, and a vibrant strand in a global sisterhood. Handcrafted with love by empowered artisans, every bead weaves a tale of resilience and hope. Shine your light, support their craft. ✨ #MoioLove #ArtisanMade #EmpowerWomen #ShonaCraftsmanship #SustainableStyle
• •Moio: Bracelets with Meaning. Crafted in Zimbabwe. Designed in Brooklyn. Every purchase empowers artisans, preserves heritage, and weaves a brighter future. Discover the story in every bead. [Shop Now] [Our Mission]
• •More Than Just Jewelry. It's a Lifeline. It's Empowerment. It's Preserved Artistry. Moio connects you to the heart of Zimbabwe, where talented women artisans craft beauty and build sustainable futures. Join our journey of impact. Find a Moio bracelet that speaks to you. #Moio #SocialEnterprise #HandmadeWithPurpose #FairTrade #ZimbabweanArtisans
• •Carry your word, their craft. Our Custom Name Bracelet is more than a personal statement; it’s a direct link to the skilled hands of our Zimbabwean artisan partners. Choose your colors, choose your word, and know that your unique piece is ethically made, preserving ancient Shona beading techniques and empowering women with every creation. A truly one-of-a-kind piece reflecting your style while supporting amazing craftsmanship. [Create Yours]
• •New Arrivals, Enduring Impact. ✨ Discover the [New Collection Name], a fresh fusion of modern Brooklyn design and timeless Shona artistry. Each bracelet is a vibrant celebration of the women who make them, offering sustainable income and a powerful voice. Thank you for being part of the Moio story and helping us forge a sisterhood that breaks cycles of adversity. [Explore the Collection]