Brand Tone

Reverent, reflective, inspirational, sophisticated, serene, and deeply respectful of cultural traditions.

Brand Values

• •Honor and Remembrance
• •Hope and Healing
• •Cultural Heritage
• •Artistic Expression
• •Connection and Community

Best Practices

• •Embrace Storytelling: Every piece of copy, from product names to descriptions, should tell a story, connecting designs or materials to core values of honor, heritage, and hope.
• •Use Evocative and Symbolic Language: Employ words rich in meaning and emotion, such as 'legacy,' 'heritage,' 'journey,' 'symbolism,' 'thread,' and 'honor,' as staples in the brand's vocabulary.
• •Maintain a Reverent and Respectful Voice: Always be respectful of cultural traditions and the personal nature of honoring loved ones, avoiding overly casual slang or aggressive sales language.
• •Focus on 'Why,' Not Just 'What': Emphasize a product's purpose and meaning over its features; for example, describe a hat as a symbol of protection rather than just durable.
• •Create a Cohesive Visual and Textual Narrative: Ensure imagery aligns with the reflective and inspirational tone of the copy, using serene, artistic, and thoughtful visuals to reinforce the brand's message.

Social Perception

Authentic, niche, and purpose-driven, perceived with integrity and thoughtfulness. It appeals to individuals who are introspective, appreciate cultural symbolism, and seek products with deeper meaning and aligned with values of 'slow fashion' and meaningful consumption.

Copy Examples

• •Wear Your Legacy. Our latest collection is crafted to honor the stories that define you. Each piece is a tribute to the path forged by a thousand ancestors.
• •The 'Kintsugi' Bomber Jacket. Inspired by the Japanese art of repairing broken pottery, this jacket celebrates the beauty of our scars and the strength in our history. Lined with a custom crane print, it’s a reminder that we are made whole by the memories we carry. Wear it as a symbol of your resilience.
• •A Thread Connects Us All. In every stitch, a story. In every design, a memory. At THOUSAND CRANES, we believe that fashion is more than what you wear—it's a way to carry your heritage forward. Discover our new arrivals, designed to honor the timeless connection to your roots.
• •THOUSAND CRANES was born from a simple belief: that memory is a source of strength. Like the thousand paper cranes folded for a wish of health and hope, our designs are crafted with intention and purpose. We create not just clothing, but modern heirlooms that honor the journey of those who walked before us and inspire the steps we take today.
• •Take every step like you have a thousand ancestors beside you. Our 'Banno' Tee, versatile and timeless, is designed for the journey. #ThousandCranes #HonorThePast #WearYourStory