Brand Tone

Aspirational yet approachable; inspirational, authentic, elegant and relaxed, and community-oriented.

Brand Values

• •Social Responsibility
• •Artisanal Heritage
• •Sustainability
• •Quality Craftsmanship
• •Mexican Pride

Best Practices

• •Always connect the products back to the brand's mission of empowering women and celebrating artisanal traditions. This 'why' is their unique selling proposition.
• •Share the stories of the artisans, the history of the brand, and the inspiration behind the collections. This builds an emotional connection with the audience.
• •Ensure that all visuals, from product photography to social media content, reflect the brand's elegant, relaxed, and natural vibe.
• •Respond to comments and messages with the same authentic and approachable tone. Make the followers feel like they are part of the Ornelas By Xbaal family.
• •Be open about the handmade process, the materials used, and the social impact of the brand. This builds trust and reinforces their value of authenticity.

Social Perception

Perceived as a niche, ethical, and high-quality brand with positive customer reception and an engaged online community, associating authenticity. It has limited mainstream recognition, building reputation primarily via word-of-mouth and direct-to-consumer marketing.

Copy Examples

• •Elegance that empowers. Our new Mykonos Raw Dress is more than just a garment; it's a story of skill, dedication, and the hands of the talented women artisans who made it. Wear a piece of their dream. #OrnelasByXbaal #SustainableFashion #HandmadeWithLove
• •Your purchase has power. At Ornelas By Xbaal, we've spent over 34 years empowering women in Mexico through the art of sewing. With every handmade piece you buy, you're helping to provide a sustainable livelihood for our artisans and their families. Shop with purpose. #EmpowerWomen #ArtisanalFashion
• •Beach day essentials with a touch of soul. ✨ Styling our favorite hand-dyed pareo, made by artisans in Quintana Roo. This is how we wear our values. #GRWM #ResortWear #MexicanArtisans #OOTD
• •Born from a desire to rebuild and empower, Ornelas By Xbaal is a testament to the resilience and artistry of Mexican women. We are a 100% Mexican brand dedicated to creating beautiful, sustainable resort wear while providing fair employment and training to women in our communities. Each thread tells a story of hope and opportunity. Thank you for helping us help.
• •The soul of the artisan in every stitch. Our Oaxaca Raw Top is handcrafted from 100% organic cotton and hand-dyed to a unique finish. Its imperfections are a mark of its authenticity and the story of the woman who created it. Embrace simplicity, the ultimate sophistication.