Brand Tone

Heartfelt, Traditional, and Communitarian

Brand Values

• •Family & Togetherness
• •Tradition & Cultural Honor
• •Craft & Meditation
• •Community
• •Gratitude & Remembrance

Best Practices

• •Always Lead with the "Why": Every piece of copy should connect back to the core story—family, tradition, and honoring loved ones. The "why" behind the business is its strongest asset.
• •Use "We" and "Our Family": Consistently use collective and personal pronouns to reinforce that the brand is a small, family-run endeavor. This builds trust and a personal connection with the audience.
• •Emphasize the Experience, Not Just the Product: Focus on the feelings and actions associated with the kits—togetherness, meditation, creativity, and remembrance—rather than just listing the contents.
• •Keep the Language Simple and Heartfelt: Avoid corporate jargon or overly polished marketing speak. The tone should feel like a personal recommendation from one family to another.
• •Incorporate Educational Content: Gently educate the audience about the cultural significance of Día de los Muertos and the tradition of sugar skulls. This adds value beyond the product and honors the culture the brand is built upon.

Social Perception

The brand's perception is primarily shaped by its authentic, compelling narrative, engendering feelings of warmth, respect for tradition, and support for a resilient, small, family-run business.

Copy Examples

• •From Our Family to Yours: Keep the Tradition Alive. Discover our authentic, handmade sugar skull kits and celebrate the ones you love. #SkullSisters
• •Each of our sugar skull kits is mixed and molded by hand with care, just as our family has done for years. This isn't just a craft; it's a moment to pause, connect, and create memories. Your kit includes everything you need to start a beautiful new tradition of your own.
• •We're Stella, Olive, and Clara—three sisters who believe in the power of tradition. When the world paused, we found a new way to share our love for Día de los Muertos. Skull Sisters is more than a business; it’s our invitation to you to experience the joy of creating and honoring together.
• •This Día de los Muertos, gather your loved ones for a truly special activity. Our sugar skull kits provide a beautiful, meditative way to remember and celebrate family, both past and present. Let's make this season one of joyful remembrance.
• •The best moments are the ones we share. ❤️ Our family spends hours together, chatting and singing while we make these sugar skulls. We hope our kits bring that same sense of connection and gratitude into your home. #DiaDeLosMuertos #SugarSkulls #FamilyTradition