Brand Tone

Intimate, Empowering, and Culturally Proud

Brand Values

• •Cultural Reclamation
• •Community & Belonging
• •Authentic Self-Expression
• •Artistic & Bold Design
• •Conscious Production

Best Practices

• •Always Use "Tangren Babies": Consistently refer to the community with this proprietary term to reinforce the sense of belonging and the intimate brand-customer relationship.
• •Blend Cultural Reverence with Modern Edge: When describing products, connect them to their cultural origins (e.g., "inspired by the traditions of '春节'"), but always frame them with a modern, empowering vocabulary ("reimagined," "bold," "unapologetic").
• •Speak from the Founder's Voice: Maintain the personal, first-person narrative where appropriate, especially on social media. Share insights into the creative process or personal reflections on culture to keep the tone authentic and intimate.
• •Champion Inclusivity Explicitly: Continuously reiterate that the brand is a safe space for all identities, genders, and expressions. This is a core value and a key differentiator.
• •Integrate Visuals and Text: Ensure the visual language on the website and social media matches the written tone. The imagery should be bold, artistic, and feature diverse representations of the community, reinforcing the values of cultural pride and authentic self-expression.

Social Perception

Tangren Giftshop is perceived as a symbol of modern Asian identity, a niche and artistic brand, and a strong community-centric entity, especially for the East-Asian diaspora and LGBTQ+ community.

Copy Examples

• •Unleash your inner dragon. Our signature Qipao dress, reimagined for the modern Tangren Baby. Cut from bold, reclaimed fabrics because your power deserves to be seen. This isn’t just a dress; it's an heirloom for the future you're building.
• •To our Tangren Babies, near and far. This is more than a gift shop. It's a love letter to our culture, a safe space for our identities, and a celebration of the beautiful, complex stories we carry. Wear your heritage with pride. Welcome home.
• •Founded by our Princess of Chinatown, Tangren Worldwide is a global family. We are artists, dreamers, and rebels connected by our roots. Here, your self-expression is cherished, your gender is celebrated, and your body is loved. Join the family.
• •The Lunar New Year capsule is here. Inspired by the quiet strength of family traditions and the loud joy of our celebrations. Each piece is a memory, a wish, and a promise. For you, from us. With love.
• •Tangren Worldwide: Adornments for the global Asian soul. Celebrate who you are. Define who you'll be.