Brand Tone

The brand's tone is inspirational, proud, and authentic. The language used is personal and heartfelt, directly reflecting the founder's journey and passion. It is deeply connected to its cultural roots, empowering, and fosters a sense of community and shared identity.

Brand Values

• •Cultural Pride
• •Inspiration and Empowerment
• •Authenticity
• •Art and Design

Best Practices

• •Always Lead with "Why": Every piece of copy should connect back to the brand's core mission of showcasing culture and inspiring others.
• •Incorporate Spanish Naturally: Weave in Spanish words and phrases that are authentic to the brand's heritage. This reinforces the cultural connection and speaks directly to the target audience.
• •Tell a Story: Use storytelling in product descriptions and social media posts to share the inspiration behind the designs, connecting the products to the founder's journey and cultural themes. The "Dreamer" tees, for example, celebrate faith and the spirit of "si se puede" while evoking the strength of Mexican Dreamers.
• •Maintain a Personal and Welcoming Voice: Use a conversational and friendly tone. Greetings like "Hola and Welcome!" and sign-offs like "xoxo Erika" create a personal connection with the audience.
• •Be Visually Consistent: Ensure that the visuals (photography, graphics) align with the brand's tone. The aesthetic should be authentic, vibrant, and reflective of the culture being celebrated.

Social Perception

The social perception of SHOP ERI is that of a small, passion-driven business with a strong cultural identity. Customers are likely drawn to the brand for its unique, culturally significant designs and the personal story of its founder. The brand fosters a sense of connection with its audience by sharing its journey and cultural pride, building community around shared values.

Copy Examples

• •Wear your power. Wear your story. Our 'Chingona' tee is more than just a shirt; it's a statement. For the woman who is strong, resilient, and unapologetically herself. Tap to shop and embrace your inner chingona. #ShopEri #ChingonaPower #NuestraCultura
• •For the rebels, the dreamers, and the ones who write their own rules. Our Rebelde Collection is a tribute to the spirit that refuses to be tamed. Inspired by a generation that dared to be different. Shop the collection and wear your rebellion. #ShopEri #Rebelde #WearableArt
• •From your laptop to your biggest aspirations, our 'Dreamer' tote is made to carry it all. What dreams are you chasing today? #ShopEri #Dreamer #SiSePuede #CulturalPride
• •Subject: A Story in Every Stitch. Body: Hola, [Customer Name], At SHOP ERI, every design starts with a piece of our heart and our culture. We create wearable art to inspire you and to proudly celebrate where we come from. Thank you for being a part of our dream. Explore our latest arrivals and find a piece that tells your story. Con cariño, Erika and the SHOP ERI Team.
• •Headline: Wear Your Culture. Sub-headline: Artful apparel and accessories that celebrate the beauty and strength of nuestra cultura. Button: Shop The Story