Brand Tone

authentic, vibrant, and culturally appreciative; friendly and approachable tone, but with a clear respect for the craftsmanship and cultural origins of the products.

Brand Values

• •Cultural Heritage
• •Authenticity and Handcraftsmanship
• •Individuality and Self-Expression
• •Community Connection

Best Practices

• •Prioritize Storytelling: In all copywriting, from product descriptions to social media posts (if any are created), weave in the story of the Hmong artisans and the cultural significance of the designs. This reinforces the brand's core value of cultural heritage.
• •Use Descriptive and Evocative Language: Consistently use words like "handcrafted," "vibrant," "intricate," "bohemian," "unique," and "authentic" to describe the products and the brand. This will create a consistent and recognizable voice.
• •Maintain a Warm and Approachable Tone: The brand's connection to local markets suggests a friendly and personal approach. This should be reflected in the copy. Use "you" and "we" to create a direct connection with the customer.
• •Highlight the "Why" Behind the Product: Don't just sell a bag, sell the reason why it's special. Emphasize that each purchase supports traditional craftsmanship and allows the customer to own a unique piece of art.
• •Let the Visuals and a Clean Website Speak: Given the lack of a heavy content marketing strategy, the website's clarity and the quality of the product photography are paramount. The copy should complement the visuals, not clutter the page. The clean, product-focused design of the current website should be maintained.

Social Perception

a specialty, artisanal brand offering unique, handcrafted items with a story. Customers are probably drawn to the brand's distinct aesthetic and the cultural narrative behind its products. The perception is likely that of a small, independently-owned business rather than a large, impersonal company. The "Sold Out" status of many items on the website may also create a perception of exclusivity and high demand.

Copy Examples

• •Embrace the vibrant spirit of Northern Thailand. Our new collection of handcrafted Hmong bags has arrived, each piece a unique story told through intricate embroidery and bold colors. Carry a work of art. Discover yours.
• •Hello San Antonio! We're excited to be at the Mission Marquee Holiday Market this weekend. Come and see the vibrant colors and feel the incredible craftsmanship of our Hmong-style bags in person. We can't wait to share their stories with you!
• •More than just a bag, it's a statement of style and a celebration of heritage. This handcrafted clutch features traditional Hmong embroidery in a stunning, one-of-a-kind pattern. With its vibrant hues and unique design, it's the perfect accessory for the free-spirited woman who values authenticity and craftsmanship.
• •Siriwan Boutique was born from a love for the rich artistic traditions of the Hmong people of Northern Thailand. We believe in the beauty of handcrafted goods and the stories they tell. Each bag in our collection is a piece of that story, brought to you to help you express your own unique style.
• •Siriwan Boutique: Handcrafted Heritage, Vibrant Style.