Brand Tone

Empathetic, Authentic, and Educational

Brand Values

• •Ethical Empowerment
• •Cultural Preservation
• •Environmental Sustainability
• •Handcrafted Quality

Best Practices

• •Lead with the 'Why': Always connect the product back to the core mission. Start with the impact on the weavers, the culture, or the environment before focusing on the product's features. This reinforces the brand's purpose-driven identity.
• •Use Storytelling in Every Piece: Whether it's a short social media caption or a product description, frame it as part of the larger Peace Goods story. Mention the founder, the cooperative, the village, or the specific weaving process to make the connection tangible for the customer.
• •Emphasize Authenticity with Specific Details: Use specific names and places like 'Malagasy weavers,' 'Tapia forests,' and 'Borocera silkworms.' This level of detail builds credibility and transports the customer to the heart of the mission.
• •Maintain an Empowering and Dignified Tone: Speak of the weavers as skilled artisans and partners, not as people in need of charity. Use words like 'empowerment,' 'dignity,' 'skill,' and 'artform' to reflect a relationship built on respect.
• •Educate, Don't Just Sell: Use copy to teach the audience something new—about wild silk, natural dyes, or the culture of Madagascar. This positions the brand as a knowledgeable and trustworthy source, adding value beyond the transaction and fostering a more engaged community.

Social Perception

Peace Goods is perceived as a legitimate, highly trusted, and authentic social enterprise making a tangible difference. It is seen as impact-focused, offering high-quality and unique products that are also pieces of art with rich cultural history.

Copy Examples

• •This isn't just a scarf. It's a story of empowerment, handwoven into every thread. With each purchase, you support the talented women of the Soatanana cooperative in Madagascar, providing them with the sustainable income to uplift their families and community. Wear a piece of their art, and carry their story with you. #PeaceGoods #EthicalFashion #HandmadeWithLove #Madagascar
• •Woven from Wild Silk. Crafted for a Better World. Discover our collection of authentic Malagasy textiles and join us in preserving a timeless cultural art form.
• •From the Tapia forests of Madagascar to your shoulders. Our wild silk scarves do more than just accessorize—they help conserve vital ecosystems and empower female artisans. See the journey and feel the impact. Shop the collection today.
• •A Scarf That Changes Lives Hi [Customer Name], Did you know the tradition of wild silk weaving in Madagascar has existed for centuries? But for the women of the Soatanana cooperative, it's also the key to a brighter future. Learn more about how your support is reviving this beautiful art and empowering an entire community.
• •Feel the warmth of the Madagascar highlands with our handwoven Borocera silk shawl. Spun and woven entirely by hand by a woman artisan, this piece is a testament to timeless skill and dedication. Its natural texture and earthy tones come from wild-grown materials and natural dyes, making each shawl truly one-of-a-kind. By choosing this piece, you are directly supporting a weaver's livelihood and the conservation of the forest she calls home.