Brand Tone

Proud, nostalgic, culturally authentic, celebratory, friendly, confident, informal, and community-oriented.

Brand Values

• •Cultural Heritage
• •Family and Community
• •Authenticity
• •Nostalgia
• •Empowerment

Best Practices

• •Embrace Cultural Language: Continue using a mix of English and Spanish, as well as culturally relevant slang, to maintain an authentic voice that speaks directly to your audience.
• •Tell Your Story: Regularly share the story of the mother-daughter duo behind the brand. This personal touch strengthens the connection with customers and reinforces the value of family.
• •Engage with Your Community: Continue to feature customers and interact with comments in a friendly, familiar tone. This builds loyalty and reinforces the sense of a shared community.
• •Stay True to Your Aesthetic: Ensure all visuals, from product photography to social media content, align with the nostalgic, West Coast, Chicano-inspired aesthetic.
• •Be Consistent Across All Channels: Whether it's a product description, a TikTok caption, or an email newsletter, the proud, nostalgic, and authentic tone should be unmistakable.

Social Perception

Genuine and culturally significant; perceived as a representation of identity, a source of pride, and a positive force within the Chicano community, offering stylish and meaningful products.

Copy Examples

• •Rep your roots with our new 'La Raza' jersey. Designed for the streets and by the streets. Wear your story.
• •Homegirl approved. @username rocking our 'Smile Now, Cry Later' tee. Tag us in your pics to be featured!
• •Cruise into the weekend with the perfect accessory. Our lowrider airbrush-inspired bag is a whole vibe.
• •From the West Coast, with love. Get 20% off all our nostalgic designs this week only. It's more than clothing, it's a feeling.
• •Cozy up with culture. Our 'Hecho en Mexico' blankets are perfect for adding a touch of home to any space.