Brand Tone

Proud, Passionate, Educational, Informative, Authentic, Sincere, Respectful, Reverent, Community-Oriented, Modern, Accessible

Brand Values

• •Cultural Preservation and Promotion
• •Education
• •Puerto Rican Identity (Boricua Pride)
• •Creativity and Artistry
• •Authenticity
• •Resilience and Resistance
• •Accessibility

Best Practices

• •Embrace "Educate and Elevate": Every piece of copy, whether product-focused or informational, should aim to teach something about Puerto Rican culture or history while fostering a sense of pride. This reinforces the core mission.
• •Use "Nuestra/Our" Language: Frequently use inclusive pronouns like "our history," "nuestra cultura," "we as Boricuas" to build community and reinforce the shared identity aspect of the brand.
• •Maintain Bilingual Accessibility Where Appropriate: While the primary response is in English as requested, for customer-facing communications where the audience is largely Spanish-speaking (like the website's FAQ), providing bilingual content shows respect and inclusivity. Ensure translations are accurate and culturally nuanced.
• •Root Descriptions in Specific Stories/Symbols: Instead of generic descriptions, connect products to specific historical events, figures, or cultural meanings. This adds depth and authenticity, aligning with the brand's value of historical consciousness. Explain the "why" behind a design.
• •Be Passionate and Authentic, Not Performative: The pride and passion should feel genuine, stemming from the founders' own love for Puerto Rican culture. Avoid overly commercial or trendy language that might dilute the sincerity of the message. Let the historical and cultural significance be the main selling point.

Social Perception

Positive and Respected, Culturally Significant, Educational Resource, High Quality, Voice for Puerto Rican Culture

Copy Examples

• •Product (T-Shirt: "Sin Cultura No Hay País"): *Headline:* Wear Your Roots. Defend Your Story. *Body:* This isn't just a t-shirt. It's a statement. "Sin Cultura No Hay País" – a powerful reminder that our culture is the bedrock of our nation. Crafted with pride, designed in Puerto Rico, for every Boricua who carries their history forward. Own a piece of who we are. *Tone:* Proud, Passionate, Direct.
• •Social Media Post (Instagram - Featuring a historical figure sticker): *Image:* Sticker of a lesser-known Puerto Rican historical figure. *Caption:* Unearth the stories that shaped us. Introducing our [Figure's Name] sticker – a tribute to a voice that echoed through our history, often unheard in textbooks. Let's carry their legacy with pride. Who from our past inspires you? Share below! #SalónBoricua #HistoriaBoricua #PuertoRico #CulturaPR *Tone:* Educational, Reverent, Community-Oriented.
• •Email Newsletter (New Collection Launch): *Subject:* Just Launched: Pieces of Our Soul, For You. *Body:* ¡Saludos, familia! At Salón Boricua, we dig deep into the heart of our island's story to bring you designs that resonate with our shared identity. Our newest collection is here, brimming with symbols of our resilience, our joy, and our unbreakable Boricua spirit. Discover art that speaks your history. Explore now. [Link] *Tone:* Authentic, Passionate, Inclusive.
• •Website Banner (Homepage): *Text:* Salón Boricua: Art. History. Identity. More than products – a movement to keep our Puerto Rican culture vibrant and our stories told. 100% Diseñado en Puerto Rico. [Shop Now] *Tone:* Proud, Informative, Mission-Driven.
• •TikTok Video Script (Short explainer on a cultural tradition): *Visuals:* Quick cuts of the tradition, archival photos if available, modern interpretations, product tie-in at the end. *Voiceover (Energetic, clear):* "Did you know [brief, engaging fact about a PR tradition]? This isn't just something we do; it's a piece of who we are, passed down through generations! From [origin] to today, it shows our [value e.g., creativity/community/resilience]. Want to carry a piece of this tradition? Check out our new [related product] sticker/pin! Link in bio! #PuertoRicanCulture #TradicionesPR #BoricuaPride #SalónBoricua" *Tone:* Educational, Engaging, Modern.