Brand Tone

Family-Oriented and Friendly, Traditional and Trustworthy, Promotional and Value-Driven, Helpful and Accessible, Modernizing and Innovative, Enthusiastic and Celebratory

Brand Values

• •Family
• •Costa Rican Heritage and Pride
• •Trust and Reliability
• •Quality and Value
• •Customer Service and Satisfaction
• •Innovation and Adaptation
• •Community and Connection
• •Accessibility and Convenience

Best Practices

• •Always Emphasize Family and Tradition: Weave in language that speaks to family values, heritage, and the brand's long-standing presence in Costa Rican lives. Use terms like "family," "generations," "tradition," and "your home."
• •Highlight Value and Promotions Clearly: Be direct and enthusiastic about discounts, offers, and the value customers receive. Use phrases like "best price," "unbeatable value," "special offer," and "save."
• •Maintain a Friendly and Approachable Voice: Use warm, inviting language. Address the customer directly (e.g., "you," "your family"). Avoid overly formal or technical jargon where simpler, more relatable terms can be used.
• •Reinforce Trust and Reliability: Subtly remind customers of the brand's history, commitment to quality, and customer service. Mention guarantees or secure shopping when relevant.
• •Incorporate Costa Rican Pride: Where appropriate, mention the brand's Costa Rican roots and its connection to the local community and culture, reinforcing its status as "la Tienda Oficial de Costa Rica."

Social Perception

Iconic and Beloved National Brand, Reliable Source for a Wide Range of Goods, Associated with Tradition and Family Values, Value Provider, Progressive in Customer Service, Community Contributor

Copy Examples

• •Headline: Making Your House a Home, For Generations. Body: From your baby's first toy to outfitting your dream kitchen, Tiendas Universal has been part of Costa Rican families since 1926. Discover quality you trust, at prices you'll love. Shop online or visit us today!
• •Headline: Unwrap Joy! Christmas Has Arrived at Universal. Body: Feel the magic! Explore [Number]+ enchanting Christmas decoration trends, the most wanted toys, and gifts for everyone on your list. Create unforgettable memories with Tiendas Universal, your official store for Christmas. Enjoy [Discount]% off on selected items!
• •Headline: Back to School? We've Got You Covered! Body: Get everything your students need for a successful year, all in one place! From notebooks and backpacks to the latest tech, Tiendas Universal offers the best brands and unbeatable value. Making school shopping easy and affordable for your family.
• •Headline: Your Everyday, Elevated. Quality Products, Universal Prices. Body: Looking for that perfect home appliance, the latest beauty trend, or a special gift? At Tiendas Universal, we bring you a world of choice with the quality you deserve and prices that make sense. Experience convenient shopping and friendly service, always.
• •Headline: 98 Years with Costa Rica: Thank You for Your Trust! Body: Since 1926, Tiendas Universal has been proud to serve our communities. We're more than just a store; we're a part of your family's story. We continue to offer the best for your home and family, always with our commitment to quality and Costa Rican values.