Brand Tone

Authentic and Reverent

Brand Values

• •Tradition & Heritage
• •Authenticity
• •Artisanal Quality
• •Cultural Pride
• •Family Legacy

Best Practices

• •Lead with Story, Sell with Quality: Always begin with the narrative of tradition, heritage, or the artisan's process. Follow up with tangible benefits like durability, natural materials, and unique design.
• •Use a Lexicon of Authenticity: Consistently use words like "Handcrafted," "Artisanal," "Heritage," "Sardinian Soul," "Generations," and "Traditional Looms" to reinforce the brand's core identity.
• •Emphasize Place of Origin: "Made in Sardinia" is a powerful selling point. Mention it frequently in product descriptions, social media bios, and ad copy to ground the brand's identity and promise of authenticity.
• •Educate the Customer: Use content to explain the meaning behind different patterns or the specifics of a weaving technique (like 'a pibiones'). This elevates the product from a simple commodity to a piece of art and justifies its premium positioning.
• •Maintain Visual and Tonal Consistency: Ensure that the reverent, authentic tone of the copy is perfectly matched by high-quality, artistic photography. The visuals should feel as timeless and crafted as the products themselves. Avoid modern slang or overly casual language that would clash with the brand's established tone.

Social Perception

The general perception is that of a high-end, authentic artisan brand, seen as a custodian of Sardinian cultural heritage. Products are perceived as premium home goods for those valuing craftsmanship and unique, story-rich items. However, the negative press from the 'Edilana' lawsuit may raise questions about the brand's '100% natural' claims, though it is isolated to a non-core product line.

Copy Examples

• •Woven with the stories of Sardinia. Our new 'Pistoccu' rug is more than a pattern; it's a piece of history, handcrafted on traditional looms by the same families that have perfected this art for generations. Bring the soul of our island into your home. #TessileCrabolu #SardinianCraft #HandmadeHome #ArtisanTextiles #MadeInSardinia
• •Tired of mass-produced decor? Discover the warmth of true craftsmanship. At TessileCrabolu, we've been weaving the heart of Sardinia into every thread since 1964. From raw wool to the finished masterpiece, our textiles are 100% Sardinian. Shop the collection and own a piece of authentic tradition.
• •TessileCrabolu: The Enduring Art of Sardinian Weaving. Each thread tells a story. Each rug holds a legacy. Experience authentic, handcrafted textiles made for the modern home.
• •Gather your family around a masterpiece of Sardinian tradition. This tablecloth features the iconic 'a pibiones' weaving style, a testament to meticulous skill passed down through generations. Made with pure, locally sourced cotton, it ’s not just a covering for your table—it ’s a conversation starter and a centerpiece of cultural art.
• •An Invitation to Authentic Sardinian Living: 'Dear [Customer Name], step away from the ordinary. Discover the heritage, artistry, and passion woven into every TessileCrabolu creation. Explore our latest handcrafted collection inside...'