Brand Tone

Aspirational, reverent, and narrative-driven. The brand speaks with a voice that appreciates and respects Indian tradition and craftsmanship, aiming to tell the story behind each product and create an emotional connection. It is consistently warm and inviting, fostering a sense of community.

Brand Values

• •Authenticity
• •Craftsmanship
• •Cultural Heritage
• •Quality

Best Practices

• •Always lead with the narrative behind the product, such as the artisan's history, craft origin, or cultural significance.
• •Employ evocative and sensory language, using descriptive words that appeal to senses and emotions (e.g., vibrant, intricate, timeless, lustrous).
• •Consistently emphasize authenticity and craftsmanship by using terms like 'handcrafted,' 'artisanal,' 'hand-painted,' and 'traditional techniques'.
• •Maintain a reverent tone that reflects deep respect for the culture and artisans, avoiding overly casual or purely commercial language.
• •Foster community through inclusive language (e.g., 'we,' 'our') and encourage engagement through questions in social media captions.

Social Perception

Positive. Perceived as a purveyor of beautiful, authentic Indian handicrafts, a celebration of Indian artistry, and a trustworthy brand committed to authentic representation of Indian crafts. Customers appreciate the beauty and cultural stories.

Copy Examples

• •Draped in tradition. Each fold of our Ajrakh block-print saree tells a story of heritage, handcrafted with passion by artisans from Gujarat. Wear a piece of history. #TheSuryaShop #HandcraftedHeritage #SareeLove
• •Let your home narrate a tale of timeless Indian artistry. Discover our collection of handcrafted decor, where every piece is a masterpiece. Shop now.
• •Sip wellness from a vessel of tradition. Our pure copperware, hammered by hand, brings the ancient wisdom of Ayurveda to your modern lifestyle. Explore the collection.
• •Artisanal Elegance: New Arrivals from the Heart of India
• •Carved from sustainable wood and painted with natural dyes, this traditional wooden toy is more than a plaything—it's a piece of childhood nostalgia, safely and lovingly made for your little one by our skilled craftspeople.