Brand Tone

Proudly Cultural, Artistic & Appreciative, Informative & Storytelling, Elegant & Refined, Warm & Inviting (Community-Oriented)

Brand Values

• •Cultural Preservation & Promotion
• •Authenticity
• •Quality Craftsmanship
• •National Identity & Pride
• •Artistic Expression

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Proudly Cultural, Artistic, Informative, Elegant, Warm) and values (Cultural Preservation, Authenticity, Quality, National Pride, Artistic Expression). Provide do's and don'ts for language, specific keywords to use (e.g., "authentic," "heritage," "handcrafted," "story," "symbolism"), and those to avoid.
• •Immerse in the Culture: Ensure copywriters have a good understanding of Ukrainian culture, the meaning of common ornaments, and the significance of traditional clothing. This allows for more authentic and respectful storytelling.
• •Prioritize Storytelling over Hard Selling: While the goal is to sell, the copy should always lead with the cultural significance, the craftsmanship, or the story behind the product. The unique value proposition of ORNAMENT lies in these elements.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy aligns with the visual aesthetic of the brand (e.g., the elegant and artistic photography on Instagram). If the visuals are refined, the language should be too.
• •Review and Refine Consistently: Regularly review all marketing copy (website, social media, ads, emails) to ensure it aligns with the established brand tone and values. Solicit feedback and make adjustments as the brand evolves, always keeping the core identity intact.

Social Perception

Customers and the public likely perceive ORNAMENT as a guardian and promoter of Ukrainian cultural heritage through fashion. The brand is probably seen as offering authentic, high-quality, and meaningful products that go beyond mere apparel, representing a piece of Ukrainian identity. There's an appreciation for the artistry and the connection to traditional craftsmanship. The focus on natural materials and detailed embroidery likely contributes to a perception of value and exclusivity. The association with "Made in Ukraine" carries strong emotional weight, especially in current times, likely fostering support and admiration.

Copy Examples

• •Headline: Wear Your Heritage. Discover the Story in Every Stitch. Body: At ORNAMENT, each vyshyvanka is more than a garment – it's a timeless narrative of Ukrainian culture, meticulously embroidered by artisans who carry generations of tradition in their hands. Explore our new collection and find the piece that speaks to your soul.
• •Headline: Crafted with Love, Worn with Pride. Body: Wrap yourself in the warmth of authentic Ukrainian design. Our latest collection features hand-selected linens and intricate patterns, each telling a unique story of our land. From family gatherings to everyday elegance, let ORNAMENT be a part of your cherished moments.
• •Headline: The Art of Ukrainian Ornament: A Legacy Woven into Fabric. Body: We unite Ukraine's most talented designers to bring you contemporary ethnic wear that honors ancient symbols. Discover the profound meaning behind each motif and embrace the artistry that defines our nation.
• •Headline: Timeless Traditions, Modern Elegance. Body: ORNAMENT brings the soul of Ukrainian heritage to your wardrobe. Experience the unmatched quality of natural fabrics and the beauty of handcrafted embroidery. Perfect for those who value authenticity and style.
• •Headline: More Than Clothing. It's a Connection. Body: Our vyshyvanky and accessories are crafted to connect you to the rich tapestry of Ukrainian culture. Each piece is a celebration of identity, artistry, and the enduring spirit of our people. Find your connection at ORNAMENT.