Brand Tone

Nostalgic, artistic, and heartfelt, using evocative and poetic language to create an emotional connection, intimate and personal, reverent towards traditions and stories.

Brand Values

• •Heritage and Tradition
• •Storytelling and Emotional Connection
• •Artisanship and Slow Fashion
• •Authenticity and Heart
• •Legacy

Best Practices

• •Always start with the narrative or emotional inspiration behind a product or collection before detailing its physical attributes. The "why" is more important than the "what".
• •Employ words that evoke feelings of nostalgia, warmth, and wonder. Phrases like "a whisper of the past", "woven with hope", or "the magic of folklore" will maintain the brand's poetic tone.
• •Consistently frame products as timeless heirlooms rather than seasonal trends. Use terms like "heritage piece", "generational", and "made to last".
• •Write in the first person ("we found", "our hearts") to foster a direct and intimate connection with the audience. Avoid corporate jargon and overly commercial language.
• •Regularly highlight the craftsmanship, the time invested, and the artisans involved. This reinforces the value of the product and justifies its limited availability and price point, aligning with the core principles of slow fashion.

Social Perception

Perceived as a niche, artistic, and culturally significant brand appealing to those interested in slow fashion, unique design, and products with rich cultural backgrounds. It is seen more as a design project or wearable art initiative than a typical fashion retailer, suggesting a close-knit community of buyers.

Copy Examples

• •Wear a story of resilience. The Zenobia Vest is more than wool; it’s a piece of 1939, woven by a mother's hands to bring peace in a world of war. Each thread carries a wish for a happier future, a legacy we now pass to you. #OgradaShop #SlowFashion #WearYourStory
• •Remember the tales of Harap Alb? We brought the magic from the page to the fabric. Our new embroidered jacket is a tribute to the adventures that shaped our childhoods. Own a piece of the fairy tale. #RomanianFolklore #ArtisanalFashion #Ograda
• •The 'Childhood Memories' Hoodie: A soft embrace that feels like coming home. Designed for cozy evenings and quiet moments, this piece is inspired by the simple joy of rediscovering forgotten treasures. Wrap yourself in the warmth of nostalgia.
• •Subject: From Our Hearts to Your Wardrobe | In the quiet corners of the forgotten countryside, we found our new inspiration. Ograda's latest collection is a love letter to the simple, profound beauty of our heritage. Discover pieces crafted with soul, made to be cherished for generations.
• •Ograda – Clothing that remembers.