Brand Tone

Mystical & Spiritual, Artisanal & Handcrafted, Bohemian & Nomadic, Joyful & Playful, Luxurious & Unique

Brand Values

• •Spirituality & Well-being: Integrating spiritual practices and positive energy into fashion.
• •Craftsmanship & Authenticity: Valuing artisanal skills and unique, non-mass-produced items.
• •Individuality & Self-Expression: Encouraging wearers to express their unique selves.
• •Wanderlust & Connection to the World: Drawing inspiration from travel and different cultures.
• •Quality & Timelessness: Creating pieces that are lasting, beyond fleeting trends.

Best Practices

• •Embrace Storytelling: Always weave in the narrative of craftsmanship, spiritual blessing, and Diane Goldstein's inspiration. This is a core differentiator.
• •Use Evocative Language: Incorporate words that align with the mystical, artisanal, and nomadic values (e.g., "soulful," "hand-touched," "wanderer," "blessed," "sacred," "talismanic," "vibrant energy").
• •Maintain a Warm and Slightly Whimsical Voice: The tone should feel personal, joyful, and inviting, as if sharing a beautiful secret or a special discovery.
• •Highlight Uniqueness and Scarcity (Authentically): Emphasize the one-of-a-kind nature of many pieces due to the handcrafted process, without resorting to aggressive sales tactics.
• •Visual-Verbal Harmony: Ensure the copy consistently complements the brand's distinct visual aesthetic seen on the website and Instagram. The words should paint a picture that aligns with the images of travel, nature, and spiritual bohemianism.

Social Perception

Customers and the public generally perceive Monoki as a niche, artistic, and high-quality brand. It's seen as authentic due to its transparent artisanal story and the founder's personal involvement and vision. There's an appreciation for the spiritual element, which adds a layer of depth and uniqueness not commonly found in fashion brands. The brand appeals to individuals seeking more than just clothing, but a piece with a story, meaning, and a connection to a certain lifestyle (bohemian, spiritual, travelled). It is viewed as a luxury bohemian brand, with prices reflecting the craftsmanship and unique nature of the items.

Copy Examples

• •Headline: Adorn Yourself in Blessings. Discover Monoki. Body: Each Monoki piece is more than fabric and thread; it's a journey, a whisper of ancient wisdom, and a touch of shamanic blessing. Crafted for the soul that wanders.
• •Headline: Wear Your Spirit. The Monoki Kimono. Body: Hand-stitched stories, woven with mystical intentions. Our kimonos are reborn from tradition, infused with nomadic energy, and designed to move with your unique rhythm.
• •Headline: Monoki: Where Artistry Meets Aura. Body: Embrace the joyful artistry of Diane Goldstein. Luxurious, handcrafted pieces that honor the free spirit and the beauty of the authentic self. Feel the good vibes.
• •Headline: Not Just Clothing, It's an Experience. Body: From Parisian vision to Los Angeles craftsmanship, finished with a shaman's blessing in Big Sur. Monoki invites you to a world of mystical elegance and joyful self-expression.
• •Headline: Find Your Unique. Embrace Monoki. Body: For the woman who walks her own path, seeks meaning in beauty, and collects stories, not just garments. Discover our new collection of spiritually-infused treasures.