Brand Tone

Aspirational, Respectful, and Narrative

Brand Values

• •Authenticity
• •Ethical Collaboration
• •Cultural Preservation
• •Sustainability
• •Quality & Craftsmanship

Best Practices

• •Prioritize People Over Product: Always lead with the human story. Frame every piece of copy, from a tweet to a product page, around the artisan who made it. Use their names (with permission), share their stories, and highlight their skill. This reinforces the core values of respect and collaboration.
• •Use an "Educate and Elevate" Approach: Position the brand as an authority on Colombian crafts. Use copy to gently educate the audience on the meaning of patterns, the laborious creation process, and the cultural context. This elevates the product from a commodity to a piece of cultural art.
• •Maintain a Lexicon of Respectful & Aspirational Words: Create and consistently use a brand vocabulary. Words to Use: Artisan, Collaboration, Heritage, Ancestral, Handcrafted, Woven, Legacy, Conscious, Authentic, Masterpiece, Preserve. Words to Avoid: Exotic, Tribal (use specific community names instead), Cheap, On Sale, Fast, Must-Have.
• •Tell the "Time Story": Consistently quantify the craftsmanship. Phrases like "Hand-crocheted over 150 hours" or "A ten-day weaving process" are powerful differentiators that instantly communicate value, justify a premium price, and counter the narrative of fast fashion.
• •Let the Quality Speak for Itself: The copy should be confident and understated. Avoid hyperbole or overly aggressive sales language ("Hurry!", "Last Chance!"). The value is inherent in the product's quality and story. The copy's job is to reveal that value, not create it with hype.

Social Perception

premium, trustworthy, and culturally-rich brand

Copy Examples

• •These are the hands that weave stories. Meet Elena, a master artisan from the Wayuu community. For over two weeks, she has poured her skill, spirit, and ancestral heritage into this single 'Kanasü' mochila. Each thread is a testament to a tradition passed down through generations. This is not fast fashion. This is a legacy. #TaoreEthnic #MeetTheArtisan #SlowFashion #MadeByHand
• •Headline: Own a Masterpiece. Empower a Community. Body: Looking for a bag that tells a story? Our mochilas are more than just beautiful accessories—they are a direct link to the artisans of Colombia. We partner with the Wayuu and Arhuaca communities to bring you authentic, handcrafted pieces based on fair trade principles. Choose fashion that makes a difference. Shop our collection today. #EthicalFashion #SupportArtisans #CulturalHeritage
• •The 'WATI' mochila is a sacred geography of the Sierra Nevada mountains, woven from pure, undyed sheep's wool. Crafted by a single Arhuaca artisan, its geometric patterns represent the spiritual harmony of the natural world. Durable, timeless, and profound, this bag is a lifelong companion that carries the wisdom of a culture. By acquiring this piece, you become a custodian of its story and a direct supporter of its preservation.
• •Subject: Woven Sunlight: Our New Wayuu Collection is Here. Body: We are honored to present our latest collection, born from our continued collaboration with our Wayuu partners. Discover vibrant new designs that pulse with the energy of the La Guajira desert, each one a unique expression of the weaver's personal 'Kanasü'. Explore the collection and find the story that is waiting for you.
• •Primary Headline: The Soul of Colombia, Woven into a Single Thread. Sub-headline: Discover authentic, ethically handcrafted bags and jewelry that celebrate ancestral traditions and the artisans who keep them alive.