Brand Tone

Authentic & Story-Driven, Respectful & Ethical, Appreciative of Craftsmanship, Customer-Centric & Helpful, Passionate & Evocative

Brand Values

• •Authenticity
• •Craftsmanship
• •Cultural Heritage
• •Fair Trade & Ethical Sourcing
• •Quality
• •Customer Satisfaction
• •Transparency
• •Sustainability & Eco-consciousness

Best Practices

• •Always Emphasize Authenticity and Origin: Continuously remind the audience that these are genuine, handmade Moroccan rugs, directly sourced from artisans or cooperatives in regions like Azilal or Beni Ourain. Use phrases like "hand-knotted in Morocco," "Berber artisan-made," "sourced from the Atlas Mountains."
• •Tell the Story Behind the Product: Go beyond describing the physical attributes. Talk about the weavers, the cultural significance of patterns and symbols, the time it takes to create each piece, and the traditions being preserved. This adds depth and emotional connection.
• •Use Respectful and Appreciative Language for Artisans: Portray the artisans as skilled craftspeople and artists. Highlight their expertise, the generational knowledge they possess, and the brand's commitment to fair compensation and partnership.
• •Maintain a Warm, Evocative, and Slightly Educational Tone: Describe the rugs with sensory details (softness, texture, colors) and use language that evokes the beauty and spirit of Morocco. Provide information about different rug types, care, or the meaning behind designs to add value.
• •Ensure Transparency and Honesty: Be clear about the handmade nature of the products, which can lead to slight variations – framing this as part of their unique charm and authenticity rather than a defect. Be upfront about shipping times and return policies.

Social Perception

Positive Customer Experiences, Appreciation for Authenticity & Craftsmanship, Trustworthy (for many), Minor Issues with Expectations, Seen as a Source of Unique, Artistic Pieces

Copy Examples

• •From the Atlas Mountains to Your Home: Each thread tells a story. Our authentic Moroccan Azilal rugs are handwoven by Berber artisans, carrying generations of tradition and artistry. Bring a piece of cultural heritage into your space and feel the soul of Morocco underfoot.
• •More Than a Rug, It's a Connection. We bridge the distance between you and the skilled craftspeople of Morocco. By choosing an Azilal rug, you're not just decorating your home; you're supporting fair artisan prices and empowering communities to continue their incredible legacy of weaving.
• •Woven with Passion, Crafted for Generations. Imagine the meticulous care, the countless hours, the ancestral knowledge poured into your unique Beni Ourain rug. Each knot is a testament to the weaver's skill, promising a piece of art that is as durable as it is beautiful.
• •Unveil the Magic of Morocco. Our curated collection of vintage and contemporary Berber rugs brings the vibrant spirit and timeless patterns of Moroccan culture to your floors. Discover a piece that speaks to you – each one a unique expression, rich in history and soft to the touch.
• •Your Vision, Their Hands. Dream of a specific size or a subtle color variation? Our artisans can bring your perfect Moroccan rug to life. Collaborate with us to create a bespoke, hand-knotted masterpiece that reflects your style while honoring authentic Berber traditions.