Brand Tone

Passionate and Purpose-Driven

Brand Values

• •Ethical Production
• •Sustainability & Circularity
• •Empowerment of Women of Colour
• •Transparency
• •Quality & Timelessness

Best Practices

• •Always Lead with "Why": Start with the brand's purpose before diving into product features. Whether it's a social media post or a product description, the first few lines should connect to the mission of honoring garment workers or promoting sustainability.
• •Balance Passion with Education: While the brand's story is emotional, its claims must be backed by clear, educational content. Use your platforms to explain what terms like "rPET," "ethical manufacturing," and "made-to-order" actually mean for the consumer and the planet. This builds trust and authority.
• •Use "We" and "You" to Foster Community: Write in a collaborative tone. Use "we" to talk about the brand's mission and journey. Use "you" to directly address the customer, inviting them to be part of the movement. Phrases like "Together, we can..." or "When you choose..." are powerful.
• •Incorporate the #WearYourValues Hashtag Consistently: This hashtag is the brand's tagline and a call to action in one. It should be present in social media bios, email footers, and relevant posts to reinforce the central brand message and encourage user-generated content.
• •Maintain Authenticity in Every Interaction: From answering customer DMs to writing an "About Us" page, the voice must remain genuine and heartfelt. Avoid corporate jargon or overly polished marketing speak. The founder's personal story is a major asset; continuing to share it and the brand's journey (including challenges) will deepen the connection with the audience.

Social Perception

The social perception of Morena is overwhelmingly positive, though it remains a niche, emerging brand. It is viewed as mission-driven and authentic, credible and trustworthy, and high-quality and stylish.

Copy Examples

• •This isn't just a scarf. It's a story. A promise. A tribute to my grandmother, a seamstress who was denied the dignity of trying on the clothes she was skilled enough to make. Morena was built to honour her and the 80% of garment workers —mostly Women of Colour —who deserve more. Every thread is a stand against exploitation. Every piece is made to last. When you wear Morena, you ’re not just wearing a brand. You ’re wearing your values. #WearYourValues #EthicalFashion #WomenOfColour
• •The Morena Logo Scarf: Wear Your Values. Versatile, timeless, and created with purpose. The Morena Logo Scarf is more than an accessory; it's a statement. Made in the UK from 100% rPET —a material crafted from recycled plastics —each scarf represents a step towards a cleaner planet and a fairer fashion industry. Its soft, durable fabric and hand-finished rolled hem offer a touch of everyday luxury, while its story honours the resilience and skill of the women who make our world beautiful. Made-to-order to ensure we produce only what is needed. Wrap yourself in a piece that matters.
• •Do you know who made your clothes? Let’s talk transparency. This week, we're going behind the seams to show you what ‘ethically made’ truly means to us and why it’s at the heart of everything we do. Join the conversation and let’s build a better fashion future, together. #WearYourValues
• •From plastic pollution to purpose. Our logo scarf is made from 100% recycled materials. Look good, feel powerful, and know you're part of the solution. #SustainableFashion #Upcycling #MorenaUK #WearYourValues
• •Fashion That Feels Good. And Does Good. Tired of fast fashion's empty promises? Morena is a UK-based brand founded to fight exploitation and waste in the fashion industry. We create timeless, vegan pieces from recycled materials, all ethically made here in the UK. Start your ethical fashion journey with our signature logo scarf —a versatile piece with a powerful story. Shop now and get free UK delivery. #MorenaUK #EthicalLiving #MadeInUK