Brand Tone

Authentic & Passionate, Ethical & Conscious, Warm & Approachable, Appreciative & Respectful, Refined & High-Quality

Brand Values

• •Fair Trade & Ethical Sourcing
• •Sustainability & Eco-Consciousness
• •Artisanal Craftsmanship & Heritage
• •Quality & Luxury
• •Authenticity & Transparency
• •Community Support

Best Practices

• •Lead with Values: Always integrate keywords and phrases related to 'fair trade,' 'handmade,' 'artisan,' 'sustainable,' and 'eco-friendly.' These are central to Shupaca's identity.
• •Use Sensory Language: Emphasize the tactile experience of alpaca – 'soft,' 'luxurious,' 'lightweight,' 'warm,' 'cozy,' 'hypoallergenic.' This connects emotionally with the desire for comfort.
• •Tell the Story: Weave in elements of the brand's origin, the founders' passion, and the connection to South American artisans and their heritage. This adds depth and authenticity.
• •Maintain a Warm & Appreciative Voice: Write as if you are passionately sharing something beautiful and meaningful. Avoid overly corporate or aggressively salesy language. The tone should be respectful of both the customer and the artisans.
• •Ensure Visual & Verbal Harmony: The copy should complement the high-quality, natural, and often cozy imagery used on the website and social media. The words should evoke the same feelings as the visuals.

Social Perception

Trusted Source for Ethical Goods, Provider of High-Quality, Luxurious Comfort, Unique & Special, Aspirational yet Attainable, Positive Customer Experience

Copy Examples

• •Headline: Wrap Yourself in Conscious Comfort. Body: Experience the cloud-like softness of our alpaca throws, handcrafted by artisans in the Andes. Each Shupaca piece is a testament to fair trade, sustainable practices, and a legacy of warmth. Feel good, inside and out.
• •Headline: Heritage Woven into Every Thread. Body: Discover the story behind Shupaca. From the highlands of Peru and Ecuador, our alpaca accessories are brought to life using ancient weaving traditions. Embrace a piece of authentic craftsmanship and support the communities that create them.
• •Headline: The Gentle Luxury of Nature. Body: Lightweight, hypoallergenic, and unbelievably warm. Our alpaca wool is a gift from nature, transformed into timeless designs that are as kind to your skin as they are to the planet.
• •Headline: More Than a Scarf, It’s a Connection. Body: Each Shupaca scarf carries the warmth of the Andes and the spirit of its maker. When you choose Shupaca, you’re not just choosing an accessory; you’re investing in ethical production and the future of artisanal communities.
• •Headline: Sustainable Softness, Enduring Style. Body: Elevate your everyday with the eco-friendly luxury of Shupaca. Our alpaca sweaters and home goods blend timeless design with the inherent beauty and durability of nature's finest fiber, ensuring comfort for years to come.