Brand Tone

Artisanal & Authentic, Elegant & Aspirational, Warm & Evocative, Ethical & Conscious, Descriptive & Appreciative

Brand Values

• •Craftsmanship & Heritage
• •Sustainability & Natural Materials
• •Authenticity & Uniqueness
• •Aesthetic Beauty & Functionality
• •Ethical Collaboration
• •Conscious Living

Best Practices

• •Develop a Brand Voice & Tone Guide: Document Tesu India's specific tone characteristics (artisanal, elegant, warm, ethical, descriptive), including "this but not that" examples (e.g., "Elegant but not unapproachable," "Artisanal but not rustic if aiming for high-end"). Share this with everyone creating content.
• •Immerse in the Brand Story: Ensure copywriters understand the core values: heritage, craftsmanship, sustainability, and ethical partnerships. This understanding will naturally infuse the copy with the right feel.
• •Focus on "Show, Don't Just Tell": Instead of saying "our products are high quality," describe the materials, the techniques, and the care that goes into making them. Use sensory language to evoke the texture, beauty, and story of each piece.
• •Maintain Consistency Across All Channels: Whether it's a social media caption, website copy, or email, the underlying tone and core messages should remain consistent, reinforcing brand identity.
• •Speak to the Target Audience: While maintaining the core tone, subtly adapt the language to the specific platform and the audience segment being addressed, always reflecting their aspiration for a beautiful, conscious, and unique home.

Social Perception

Positive for Product Quality & Aesthetics, Associated with Art & Craft, Eco-conscious Appeal, Premium & Unique, Confusion Risk

Copy Examples

• •Instagram Post (Showcasing a new ceramic vase collection): "Where ancient artistry meets modern living. ✨ Each curve and glaze of our new ceramic collection tells a story, handcrafted with passion by our partner artisans. Bring home a piece of timeless elegance. #TesuIndia #HandcraftedHome #ArtisanalDecor #SustainableStyle #CeramicArt"
• •Facebook Ad (Promoting vintage furniture): "Own a piece of history, reimagine your space. Our curated vintage furniture breathes new life into heritage craftsmanship. Discover unique treasures that tell tales of time. Shop the collection at tesuindia.com. [Link] #VintageFinds #TesuHeritage #TimelessDesign #ConsciousLiving #IndianDecor"
• •Website Product Description (For a handwoven rug): "Feel the soul of India beneath your feet. This exquisite rug, handwoven by master artisans using age-old techniques and natural dyes, is more than just a floor covering – it's a testament to tradition and a celebration of sustainable artistry. Let its intricate patterns and rich textures transform your home into a sanctuary of warmth and style."
• •Email Newsletter Snippet (Highlighting artisan collaboration): "Behind every Tesu creation is a skilled artisan pouring their heart into their craft. We believe in ethical partnerships that empower these communities and preserve their invaluable heritage. This month, we shine a light on [Artisan Group Name/Region] and the incredible hands that bring our [Product Category] to life. Read their story on our blog. [Link]"
• •Pinterest Pin Description (For a collection of handcrafted lamps): "Illuminate your world with the gentle glow of handcrafted beauty. Our artisanal lamps, made from sustainable materials, cast a warm and inviting ambiance, turning any corner into a cozy haven. Discover lighting that’s both a statement and a story. #TesuLighting #HandmadeLamps #SustainableDecor #BohoChic #ArtisanMade"