Brand Tone

Poetic, Proud, and Educational

Brand Values

• •Cultural Preservation & Celebration
• •Resilience & Hope
• •Connection & Identity
• •Artistic Integrity

Best Practices

• •Always Anchor in Story: Every piece of copy, from a product tag to a social media post, should connect back to the brand's core story —celebrating Iraqi culture and the spirit of Mutanabbi Street. Use storytelling to give context and emotional weight to the designs.
• •Lead with "Why," Not Just "What": Instead of just describing a product ("This is a cotton t-shirt"), explain its significance ("This t-shirt carries the emblem of... which represents..."). Your "why" is your unique value.
• •Maintain a Poetic and Reverent Tone: Use evocative, respectful, and elevated language. Avoid generic marketing slang. The tone should feel as timeless and meaningful as the heritage it represents.
• •Educate and Empower: Use your platforms to teach. Share snippets of history, explain the meaning of Arabic words, or profile the artists you work with. This builds a community around shared knowledge and cultural pride, turning customers into advocates.
• •Balance Nostalgia with Modernity: While the brand is rooted in history, its presentation is clean and modern. The copy should reflect this. Speak of heritage in a way that feels relevant and inspiring to a contemporary, global audience. Acknowledge the past while looking forward with hope.

Social Perception

Culturally Significant and Authentic Heritage Brand

Copy Examples

• •Wear a story thousands of years in the making. Our new Ishtar Gate tee is more than a design; it's a piece of a legacy. A symbol of beauty, strength, and resilience, carried from ancient Babylon to the streets of your city. This is heritage you can hold. #MutanabbiStreet #IraqiArt
• •From Baghdad to the World. We search for the symbols that tell our story and the art that holds our heart. The new collection is here —a tribute to the dreamers, the poets, and the survivors. This is our love letter to Iraq.
• •Carry the poetry. This tote features the timeless words of Al-Mutanabbi himself, the poet who gave our street —and our spirit —its name. Each line is a testament to the power of words and the enduring soul of a culture. Let it be your companion, a beautiful reminder that art is everywhere.
• •They tried to silence the stories. But they forgot our roots run deep. This is not just a brand. This is a promise. To remember. To rebuild. To celebrate. Mutanabbi Street. The Art of Iraq, Reimagined.
• •Subject: A Story in Every Stitch Body: We believe that an object can be a memory. A design can be a bridge. On the historic Mutanabbi Street, books and ideas were the currency of life. We took that spirit and wove it into every piece we create. Thank you for being part of this journey to share the soul of Iraq with the world. Explore our latest arrivals and discover the story you want to wear.