Brand Tone

aspirational, authentic, and culturally aware

Brand Values

• •Artisanal Craftsmanship
• •Cultural Heritage
• •Authenticity and Soul
• •Quality Materials
• •Customer Satisfaction

Best Practices

• •Always weave the narrative of the product's origin, the artisan's skill, or the cultural significance into the copy.
• •Employ descriptive and aspirational words that appeal to the senses and emotions. Words like "soulful," "heritage," "artisanal," and "treasure" reinforce the brand's values.
• •Emphasize that the products are made by skilled individuals, not machines. This reinforces the value of craftsmanship and authenticity.
• •When discussing cultural symbols and traditions, do so with reverence and a focus on their beauty and meaning.
• •Ensure that the visual content on social media and the website aligns with the aspirational and authentic tone of the copy. The aesthetic should be clean, elegant, and focused on the product's details and craftsmanship.

Social Perception

Customers and the general public perceive MUTLU as a provider of unique, high-quality, and aesthetically pleasing accessories. The brand is seen as a source for items that are distinct from mass-produced fashion accessories. The emphasis on handcrafted production and cultural stories resonates with consumers looking for more than just a product, but a narrative and a connection. The brand is associated with style, elegance, and a sense of global consciousness.

Copy Examples

• •Embrace the power of ancient symbolism. Our Dragon Belt, meticulously handcrafted by Indonesian artisans, is more than an accessory—it's a talisman of strength and protection. Wear a story.
• •Each stitch tells a story. Each bead holds a secret. Discover the soul of craftsmanship in our latest collection. #MutluAccessories #HandcraftedWithLove #ArtisanMade
• •Beyond Fashion. Accessories with a Soul. Explore our collection of handcrafted treasures and find a piece that speaks to you.
• •Lovingly crafted from the finest Javanese suede and accented with hand-forged white brass, this piece is a testament to the enduring beauty of traditional artistry. Carry a piece of heritage with you.
• •Tired of the ordinary? Adorn yourself with the extraordinary. Our new collection, inspired by the rich cultural tapestry of Bali, is now available. Discover accessories that are as unique as you are.