Brand Tone

adventurous, authentic, and free-spirited, with a bohemian and artisanal flair. It is personal, story-driven, appreciative of craftsmanship, empowering, and confident.

Brand Values

• •Ethical Sourcing
• •Authenticity and Craftsmanship
• •Freedom and Adventure
• •Uniqueness and Scarcity
• •Connection to Nature

Best Practices

• •Lead with the "Why." Always connect products back to the brand's core values: ethical sourcing, adventure, and craftsmanship. Don't just sell a necklace; sell a piece of a culture and a step towards a more conscious closet.
• •Use Storytelling in Every Description. Every product has a journey. Whether it's the founder's inspiration or the artisan's process, infuse descriptions with narrative to create an emotional connection that transcends the item itself.
• •Embrace the "Free-Spirited" Vocabulary. Use words and phrases that evoke a sense of freedom, nature, and authenticity. Terms like roam, wander, wild, untamed, spirit, artisan, handcrafted, journey, and ethically made should be central to the brand's lexicon.
• •Speak Directly to the "Badass" Customer. Address the customer as the confident, independent, and adventurous person she is (or aspires to be). Use an empowering tone that makes her feel seen and celebrated by the brand.
• •Maintain Authenticity by Being Personal. Continue to use the founder's voice and story as a touchstone. "I believe..." statements or sharing the inspiration behind a collection make the brand feel human and relatable, reinforcing trust and loyalty.

Social Perception

The Roaming Horse is perceived as a niche, high-quality boutique appealing to those identifying with a modern Western or bohemian lifestyle. It enjoys a positive reputation, is seen as curated and trustworthy due to the founder's personal involvement, and fosters a dedicated niche community.

Copy Examples

• •Instagram Post (for a new artisan-made bag): Headline: Carried by Hand, Crafted by Heart. Body: This isn't just a bag. It's a story woven in every thread, a tradition passed down through generations in the highlands of Guatemala. Our new Handwoven Textured Crossbody is for the woman who roams freely and carries her values with her. Feel the quality, support the craft. Limited batch available now. #TheRoamingHorse #ArtisanMade #EthicalStyle #WanderFree
• •Facebook Ad (targeting users interested in bohemian style and ethical fashion): Headline: Your Style, Their Story. Body: At The Roaming Horse, we believe what you wear should mean something. We travel the world to find beautiful, handcrafted pieces made by talented artisans. From hand-tooled leather to vibrant textiles, every item supports a community and a craft. Shop our Products with Purpose collection and get 15% off your first order. Live beautifully, shop ethically. Call to Action: Shop Now
• •Email Subject Line (for a new jewelry collection): Subject: For the Wild at Heart: Our New Spirit Animal Collection Preview Text: Handcrafted pieces inspired by the confidence and freedom of the horse.
• •Product Description (for a "Free Spirit" graphic tee): More than just a tee, this is your new uniform for adventure. Made from ultra-soft, lightweight cotton, our 'Free Spirit' tee is designed for sun-drenched road trips and quiet moments in wide-open spaces. The vintage-inspired graphic is a nod to the untamable energy that drives you. Because some spirits can't be tamed. Ethically sourced and printed with eco-friendly inks.
• •Website Banner Text: Headline: Beyond the Trail. Sub-headline: Ethically sourced, artisan-made goods for a life of freedom and adventure.