Brand Tone

Artisanal, Passionate, and Modern

Brand Values

• •Craftsmanship & Quality
• •Innovation & Artistry
• •Authenticity & Curiosity
• •Mexican Identity

Best Practices

• •Lead with Passion and Artistry: Always frame the products as more than just objects. Use words like "art," "passion," "crafted," "sculpted," and "designed" to elevate the perception from a simple commodity to a piece of art.
• •Emphasize the Human Touch: Consistently use "handcrafted," "artisanal," and "hecho a mano" to remind the audience that real people with skills and passion are behind every item. Tell the story of the process, not just the product.
• •Use a Minimalist Vocabulary: Let the copy mirror the product aesthetic. Be clear, concise, and intentional with your words. Avoid overly complex or flowery language that would clash with the brand's modern, minimalist feel.
• •Weave in the Origin Story: Regularly reference the brand's roots—"born from curiosity," "a Guadalajara workshop," "Mexican hands"—to reinforce authenticity and build a stronger brand narrative. This distinguishes Taller Doce from mass-produced competitors.
• •Balance Spanish and English Thoughtfully: Since the brand has a strong Mexican identity but a global-reaching domain (`.com`), continue using a mix of languages strategically. Use key Spanish phrases like "Hecho en México" to signal authenticity, while keeping primary communication accessible to a broader English-speaking audience, especially in product descriptions and ads.

Social Perception

High-end, niche designer brand. Perceived by customers as individuals with a keen interest in interior design, architecture, and unique, handcrafted objects. Artisanal and trustworthy, with an aspirational lifestyle image.

Copy Examples

• •Form meets function. Light meets shadow. Our new 'Luz' lamp is born from a single mold of pure concrete, crafted by hand to bring a minimalist statement to your space. Every piece tells a story of passion. Discover yours. #TallerDoce #HechoEnMexico #ConcreteDesign
• •The Art of Concrete. The Heart of Craft. Unique, handcrafted pieces designed to transform your space. Born from curiosity, made with passion.
• •Give your plants a home as unique as they are. Our 'Raíz' planter is handcrafted from our signature concrete blend, offering a raw, tactile beauty that evolves over time. Its solid form and minimalist lines provide the perfect contrast to the organic life it holds. Each planter is meticulously shaped and polished by our artisans in Guadalajara, making it a one-of-a-kind piece of functional art for your home or office.
• •It's more than a game; it's a statement. At Taller Doce, we transform raw concrete into art you can touch. Our handcrafted pieces are made for those who see beauty in simplicity and strength. Elevate your home with a touch of modern Mexican artistry. Shop our collection.
• •Taller Doce began as a question: what if everyday objects were reimagined in concrete? What started as a playful experiment in a small workshop has grown into our life's passion. We are a team of designers and artisans in Guadalajara, Mexico, united by a love for concrete's humble strength and endless artistic potential. Every piece we create is a reflection of our dedication to innovative design and meticulous craftsmanship.