Brand Tone

Elegant & Sophisticated, Authentic & Cultural, Warm & Evocative, Passionate & Artisanal, Luxurious & Premium

Brand Values

• •Authenticity
• •Craftsmanship
• •Quality
• •Elegance & Beauty
• •The Art of Gifting
• •Cultural Sharing
• •Customer Delight

Best Practices

• •Develop a Brand Voice Chart: Create an internal document that outlines key characteristics of the Raphia voice: "We are [Elegant, Authentic, Warm]," "We are not [Casual, Generic, Loud]." Include lists of "words to use" (e.g., exquisite, artisanal, handcrafted, authentic, cherished, indulge, tradition, heritage) and "words to avoid" (e.g., awesome, cheap, stuff, guys).
• •Always Tell a Story: Whether it's the story of an ingredient, a tradition, the founder, or the intended experience, weave narrative elements into the copy. This naturally lends itself to an evocative and engaging tone, reinforcing authenticity and cultural connection.
• •Focus on Sensory Language: Describe the sights, smells, tastes, and textures. Use rich adjectives and evocative verbs to help the audience imagine the experience of the products, aligning with the "Flavours of Morocco" promise.
• •Maintain Visual-Copy Cohesion: Ensure the tone of the copy perfectly matches the style of the visuals. If the photography is luxurious and elegant, the copy must reflect the same sophistication. This consistency builds a stronger, more believable brand identity.
• •Emphasize the "Why" Behind the "What": Don't just describe products; explain their significance. Connect them to Moroccan culture, the art of gifting, the passion for craftsmanship, or the joy of sharing. This adds depth and aligns with the brand's core values of authenticity and cultural sharing.

Social Perception

Premium & High-Quality, Unique & Special, Authentically Moroccan, Trustworthy for Gifting, Aspirational

Copy Examples

• •Unveil the soul of Morocco with our new Grand Collection of handcrafted chocolates. Each piece is a testament to centuries of tradition, blended with the finest couverture and unexpected whispers of spice. An invitation to indulge, a journey for the senses. #RaphiaLuxury #MoroccanChocolate #ArtisanalGifts
• •Elevate your celebrations with the art of Moroccan gifting. Our meticulously curated hampers, filled with authentic flavours and handcrafted treasures, are designed to convey warmth, luxury, and unforgettable joy. Share a piece of Moroccan elegance. #RaphiaGifting #LuxuryHampers #CelebrateInStyle
• •From our founder's cherished family recipes to your table, every Raphia creation is infused with passion and meticulous craftsmanship. We believe in the beauty of handmade, the allure of authentic taste, and the joy of sharing Morocco's finest. #RaphiaFlavours #HandmadeWithLove #MoroccanHeritage
• •As the season of togetherness unfolds, share the light and warmth with Raphia. Our exquisite selection of Moroccan sweets and gourmet dates are perfect for thoughtful gifting and creating cherished memories. Discover the taste of tradition. #RaphiaCelebrates #ArtOfGiving #FestiveFlavours
• •Transform your home into a Moroccan sanctuary. Let the delicate aroma of our orange blossom diffusers or the comforting ritual of our signature mint tea transport you to a world of serene elegance. Experience Raphia, experience Morocco. #RaphiaHome #MoroccanSanctuary #SensoryJourney