Brand Tone

Authentic & Story-Driven, Ethical & Conscious, Warm & Appreciative, Artistic & Cultured, Joyful & Whimsical

Brand Values

• •Fair Trade & Ethical Sourcing
• •Empowerment
• •Artisan Craftsmanship & Quality
• •Cultural Preservation & Sharing
• •Responsibility & Integrity
• •Sustainable Impact
• •Customer Satisfaction

Best Practices

• •Always Lead with the "Why": Start with the story of ethical sourcing, artisan empowerment, and Armenian heritage before detailing product features. This reinforces the core values in every communication.
• •Use Warm, Respectful, and Human Language: Avoid corporate jargon. Speak as if you're sharing a personal story or introducing a friend (the artisan). This maintains authenticity and connection.
• •Highlight the "Handmade" Aspect: Emphasize the skill, care, and uniqueness inherent in handcrafted items. Mention slight variations as a mark of authenticity rather than a flaw.
• •Weave in Cultural Significance: Where appropriate, explain the meaning behind Armenian motifs or traditional techniques (like the pomegranate). This adds depth and educates the customer.
• •Be Consistent Across All Channels: Ensure that the tone used on Instagram, the website, Etsy, email, and any other customer touchpoint is harmonious and reflects the same core values and personality.

Social Perception

High-Quality & Unique Products, Ethical & Trustworthy, Beautiful & Artful, Excellent Customer Service, A Brand with a Conscience

Copy Examples

• •Meet Satenik, one of the incredible women whose hands bring our crochet animals to life. Every stitch tells a story of tradition, resilience, and artistry from her village in Armenia. When you choose Noor & Katu, you're not just buying a gift; you're empowering an artisan. #ArtfulGiving #FairTrade #ArmenianCraft
• •Sip your coffee with a symbol of life and abundance. Our hand-felted pomegranate coasters are more than just beautiful; they're a piece of Armenian heritage, lovingly crafted by fair trade artisans. Bring warmth and meaning to your table. #HandmadeHomeDecor #EthicalGifts #NoorAndKatu
• •Gifts That Give Back: Discover a World of Armenian Artistry.
• •Noor & Katu: Handmade Treasures from Armenia. Fair Trade. Ethically Sourced. Uniquely Beautiful.
• •Looking for gifts with soul? ✨ Our collection is handcrafted by talented artisans in Armenia, supporting fair wages and empowering communities. Shop beautiful, ethical homewares and accessories at Noor & Katu.