Brand Tone

Elegant and Sophisticated, Respectful and Appreciative, Authentic and Story-driven, Informative and Educative, Passionate

Brand Values

• •Authenticity & Heritage
• •Craftsmanship & Artistry
• •Purity & Quality
• •Empowerment & Community
• •Timelessness & Slow Fashion
• •Innovation within Tradition
• •Cultural Preservation & Education

Best Practices

• •Emphasize Heritage and Storytelling: Always connect products back to the rich history of Banaras and the personal stories of the weavers. Use narrative to evoke emotion and a sense of connection.
• •Use Refined and Evocative Language: Employ descriptive words that convey luxury, elegance, and the sensory experience of the fabrics (e.g., "whisper of silk," "shimmering zari," "intricate dance of motifs"). Avoid slang or overly casual terms.
• •Educate and Inform: Subtly weave in details about the specific weaving techniques (like Kadhwa, Rangkat, Tilfi), the types of silk, and the cultural significance of motifs. This reinforces expertise and the value of the craft.
• •Show, Don't Just Tell, the Artisan Connection: Instead of just stating "we support artisans," share glimpses into their world, their skill, and how Tilfi's model benefits them. This builds authenticity and emotional appeal.
• •Maintain Visual-Verbal Harmony: Ensure that the tone of the copy perfectly complements the high-quality, elegant visuals used on the website and social media. The words should enhance the luxurious and artistic feel of the images.

Social Perception

Luxury and Exclusivity, Authenticity and Trustworthiness, Respect for Artisans, High-Quality Products, Strong International Appeal, Positive Customer Service, Cultural Ambassador

Copy Examples

• •Headline: Woven with Generations of Artistry. Pure Banarasi. Pure Tilfi. Body: Discover the legacy of Banaras in every thread. Our Katan silk sarees are handwoven by master artisans, preserving ancient techniques to bring you a timeless piece of art. More than a garment, it's an heirloom.
• •Headline: The Soul of Banaras, Draped in Elegance. Body: Each Tilfi creation is a homage to the sacred city and its gifted weavers. Experience the unparalleled grace of handloom, knowing that your choice supports the hands that weave magic and sustain a precious tradition.
• •Headline: Beyond Trends: Invest in Timeless Beauty. Body: In a world of fast fashion, Tilfi stands for enduring quality and artistry. Our handwoven textiles are crafted from the finest natural materials, designed to be cherished for generations. Embrace the luxury of slow fashion.
• •Headline: Where Heritage Meets a New Dawn. Body: Tilfi reinterprets the classic motifs of Banaras for the modern connoisseur. Explore collections that blend age-old weaving traditions with a contemporary sensibility, each piece a testament to innovation rooted in history.
• •Headline: Feel the Story. Wear the Craft. Body: Behind every Tilfi saree is a weaver's dedication, a tradition's journey, and the vibrant spirit of Banaras. We invite you to not just wear a textile, but to experience the profound narrative woven into its very fabric.