Brand Tone

Empathetic & Compassionate, Authentic & Transparent, Community-Focused & Inclusive, Hopeful & Resilient, Passionate & Purpose-Driven

Brand Values

• •Ethical Production: Committed to fair labor practices, paying a living wage, and ensuring good working conditions.
• •Sustainability: Focuses on using eco-friendly materials like organic cotton and recycled fabrics, and aims for low to zero-waste manufacturing processes.
• •Empowerment: Dedicated to providing employment, skills development, and a supportive environment for women from refugee and migrant backgrounds.
• •Quality & Comfort: Creates high-quality, comfortable, and long-lasting garments.
• •Transparency: Open about its supply chain and manufacturing processes.
• •Community: Strives to build a supportive community for its employees and customers.
• •Inclusivity: Represents diverse body types and backgrounds in its imagery and aims to make products for "real human sizes and colours".

Best Practices

• •Lead with Empathy and Authenticity: Always communicate from a place of genuine care for the community, the makers, and the customers. Share real stories and be transparent about both successes and challenges.
• •Champion Your Values in Every Message: Ensure that Nisa's core values of ethical production, sustainability, empowerment, and quality are woven into all copywriting, from product descriptions to social media posts.
• •Use Inclusive and Uplifting Language: Reflect the diversity of the Nisa community in your words and imagery. Focus on positive, empowering messages that celebrate the women behind the brand and the customers who support them.
• •Maintain a Storytelling Approach: Connect with the audience on an emotional level by sharing the narratives of the women employed, the journey of the brand, and the impact of ethical choices. Highlight the "why" behind Nisa.
• •Be Informative and Transparent: Clearly explain the sustainable materials used, the ethical manufacturing processes, and the social impact of purchasing Nisa products. Build trust through openness.

Social Perception

Nisa is widely perceived as a genuinely ethical and socially responsible brand. Customers appreciate the brand's mission to support refugee and migrant women and see their purchases as contributing to a good cause. The products are generally seen as high-quality, comfortable, and well-made. There's a strong sense of loyalty and support from its customer base, as evidenced by the successful crowdfunding campaign. The brand is admired for its transparency and commitment to New Zealand-made products. While some acknowledge the higher price point, it's often justified by the ethical production and quality. The news of its impending closure has been met with sadness, highlighting the positive impact it has had.

Copy Examples

• •Headline: Wear the Change You Wish to See. Body: At Nisa, every stitch tells a story of empowerment. Our ethically crafted underwear and apparel are more than just garments; they're a commitment to fair wages, sustainable practices, and a brighter future for the amazing refugee and migrant women who make them. Feel good, inside and out. Shop the collection. Call to Action: Discover Our Story.
• •Headline: Comfort That Cares. Quality That Lasts. Body: Experience the Nisa difference. Made with love in Wellington from the finest organic and recycled materials, our pieces are designed for ultimate comfort and durability. By choosing Nisa, you’re choosing kindness – for your skin, for the planet, and for our community of talented makers. Call to Action: Shop Sustainable Styles.
• •Headline: More Than Fashion. It's a Movement. Body: Nisa isn't just about beautiful, New Zealand-made clothing. It’s about empowering women, celebrating diversity, and making a tangible difference. Join us in supporting a brand that weaves hope and opportunity into every fibre. Call to Action: Learn About Our Impact.
• •Headline: Crafted with Purpose, Worn with Pride. Body: Each Nisa garment is a testament to the skill and resilience of the incredible women in our Wellington workshop. We believe in fashion that’s fair, transparent, and makes you feel amazing. Support ethical, support local, support Nisa. Call to Action: Meet Our Makers.
• •Headline: Your Everyday Essentials, Ethically Elevated. Body: From the softest organic cotton briefs to versatile activewear, Nisa redefines everyday luxury with a conscience. Know that your choice makes a difference, supporting sustainable livelihoods and a kinder fashion industry. Call to Action: Explore Our Collections.