Tono de Marca

Mindful, Authentic, and Poetic

Valores de Marca

• •Sustainability & Environmental Respect
• •Heritage & Craftsmanship
• •Timeless Design
• •Connection to Nature
• •Authenticity

Mejores Prácticas

• •Embrace a Gentle, Story-Driven Voice: Avoid urgent, loud, or sales-focused language ("Buy Now!", "Limited Time!"). Instead, tell the story of the material, the artisan, or the landscape that inspired the piece.
• •Use Sensory and Evocative Language: Describe the textures and origins of the materials. Use words like "robust Burel," "soft recycled cotton," "earthy tones," and "hand-finished" to connect the customer to the product's tangible qualities.
• •Anchor the Narrative in Nature: Consistently draw parallels between the products and the natural world. Use metaphors related to landscapes, seasons, and natural elements to reinforce the brand's core inspiration.
• •Champion 'Slow' and 'Timeless' Ideals: Explicitly use terms like "lasting," "everyday," "intentional," and "timeless" to contrast with the fast-fashion industry and appeal to the conscious consumer.
• •Ensure Visual and Textual Harmony: The clean, minimalist, and earthy tone of the copy must always align with the visual aesthetic of the photography and website design. The words should feel like a natural extension of the images.

Percepción Social

Musga is perceived as a niche, premium brand for the conscious consumer. The target audience values sustainability, minimalist design, and artisanal quality over mass production. The brand appeals to individuals who are invested in the stories behind the products they purchase and are willing to pay a premium for ethical craftsmanship and durable materials. It is seen not just as a retailer of bags and home goods, but as a custodian of Portuguese cultural heritage.

Ejemplos de Copy

• •Woven from tradition, designed for the quiet journey. Our Burel bag carries the resilience of the mountains and the story of the hands that shaped it. #Musga #SlowLiving #MadeInPortugal
• •More than a tote, this is a daily companion crafted with intention. Made from soft, durable recycled cotton and finished with vegetable-tanned leather, it’s designed for your rhythm. Simple, sustainable, and endlessly useful.
• •A quiet moment from Musga | Inside our new collection
• •Objects of Nature and Time. Discover pieces inspired by the Portuguese landscape, crafted with respect for the earth.
• •Tired of the temporary? Choose the timeless. Musga creates lasting objects from natural and recycled materials, honoring Portuguese craftsmanship. Wear a story. Shop the collection.