Brand Tone

Empathetic & Compassionate, Empowering & Uplifting, Authentic & Transparent, Artisanal & Appreciative of Craftsmanship, Purpose-driven & Hopeful

Brand Values

• •Empowerment: Providing refugee women with skills, employment, financial independence, and a voice.
• •Community: Fostering a supportive network for the artisans and a connection between the artisans and customers.
• •Ethical Practices & Fair Trade: Commitment to fair wages, safe working conditions, and ethical sourcing.
• •Craftsmanship & Heritage: Valuing and preserving the traditional art of hand embroidery.
• •Social Impact & Responsibility: Actively working to address the challenges faced by refugee women and contributing to their successful resettlement.
• •Sustainability & Slow Fashion: Promoting mindful consumption, quality over quantity, using eco-friendly materials, and local manufacturing.
• •Femininity & Self-Expression: Creating designs that celebrate femininity and allow for personal expression through art.
• •Hope & Dignity: Offering a pathway to rebuild lives with dignity and hope for the future.

Best Practices

• •Storytelling is Key: Consistently share the personal stories of the artisans (with their consent and sensitivity). This humanizes the brand and reinforces the empathetic and empowering tone. Highlight their skills, dreams, and the impact NeoCoco has on their lives.
• •Emphasize "Impact" over "Charity": While the mission is to help, the tone should focus on empowerment, partnership, and the artisans' skills rather than portraying them as solely needing aid. Use phrases like "partnering with," "empowering through," "creating opportunities."
• •Highlight Craftsmanship and Quality: Balance the social mission with the artistic value and quality of the products. Use descriptive language that evokes the beauty of hand embroidery and the care put into each item. This appeals to customers who value both ethics and aesthetics.
• •Maintain Transparency: Be open about the production process, where the money goes (reinvesting 100% of revenue), and the partnerships with resettlement agencies. This builds trust and aligns with the authentic tone.
• •Consistent Visual Storytelling: Ensure that all visual content (website, social media, marketing materials) reflects the brand's values and tone. Show the artisans at work (if appropriate and with permission), the intricate details of the embroidery, and the products in a way that feels warm, authentic, and uplifting.

Social Perception

Highly Positive & Admirable, Ethical & Trustworthy, High-Quality & Artisanal, Impactful, Inspirational

Copy Examples

• •Headline: Wear a Story of Hope. Our [Product Name] isn't just beautifully handcrafted; it's a thread of empowerment for refugee women rebuilding their lives. Stitch by stitch, your purchase makes a difference. #NeoCoco #EmpowerWomen #EthicalFashion
• •Social Media Post: More than just a garment, it’s a testament to resilience. Each NeoCoco piece is hand-embroidered by talented artisans who pour their skill and spirit into every design. Feel the craft, share the hope, and support their journey to financial independence. [Link to product] #MadeWithPurpose #ArtisanCrafted #SlowFashionMovement
• •Product Description Snippet: Crafted with intention, our [Product Name] embodies the art of slow fashion. Hand-embroidered by women in our empowerment program, each purchase directly supports fair wages, skill development, and a community built on hope and dignity. Experience the beauty of handcrafted tradition.
• •Email Subject Line: A Stitch in Time: Empowering Journeys, Beautiful Designs. Email Body Snippet: At NeoCoco, we believe in fashion that feels good, inside and out. Discover our latest collection, where every hand-embroidered detail tells a story of strength and new beginnings for the incredible refugee women artisans we partner with. Shop consciously, wear proudly.
• •About Us Page Snippet: We're NeoCoco: a community woven from courage, craft, and a commitment to change. We provide more than jobs; we offer a platform for refugee women to share their artistry, earn a fair wage, and rebuild their lives with dignity. Join us in celebrating their journey and the power of ethical, handcrafted fashion.