Brand Tone

Authentic, mindful, and narrative. It is story-driven, respectful, earthy and natural, and calm and contemplative.

Brand Values

• •Sustainability
• •Social Responsibility
• •Artisanal Heritage
• •Female Empowerment
• •Authenticity

Best Practices

• •Lead with the "Why": Always start with the story and the purpose behind the product or collection. The "why" (empowerment, sustainability, tradition) is the core of the brand's identity and should be woven into all communication.
• •Use Sensory and Evocative Language: Employ words that evoke the textures, colors, and feelings associated with natural materials and handcrafted items (e.g., "earthy tones," "hand-spun wool," "sun-baked clay"). This reinforces the connection to "Tierra."
• •Spotlight the "Mano": Regularly feature the artisans. Share their stories, their processes, and their own words whenever possible. This humanizes the brand and reinforces the value of "Mano" (hand).
• •Maintain a Calm and Respectful Voice: Avoid overly aggressive sales language, excessive use of exclamation points, or a sense of urgency. The tone should be inviting and appreciative, reflecting a slower, more intentional way of life.
• •Ensure Visual and Textual Harmony: The clean, natural, and warm aesthetic of the brand's visuals should be matched by the copy. The words and images should work together to tell a cohesive and authentic story.

Social Perception

Perceived as an ethical and aesthetically pleasing lifestyle brand. It conveys trustworthiness, high quality, inspiration, and appeals to a niche, conscious consumer who values sustainability and ethical production.

Copy Examples

• •Woven with intention, each thread of this rug tells a story of heritage and heart. Made from locally sourced, naturally dyed wool by our artisan partners in Oaxaca, this piece brings the warmth of the earth and the skill of generations of craftswomen into your home. A testament to slow, sustainable living.
• •The rhythm of the loom, a sound that has echoed through these hills for centuries. Here, in the hands of our partners, tradition is not just preserved; it is given new life. Every purchase supports these talented women and ensures their craft continues to flourish.
• •Tierra y Mano was born from a desire to connect. A connection to the earth and its resources, and a connection to the incredible women who transform these resources into art. We believe in business as a force for good, a way to empower communities and honor the traditions that make us unique.
• •New from the hands of our artisan partners | The Sol Collection is here
• •Invest in beauty that gives back. Our handcrafted collections are more than just decor; they are a promise of fair wages, sustainable practices, and the celebration of female artistry. Discover the story behind each piece at tierraymano.com.