Brand Tone

Authentic & Story-Driven, Ethical & Conscious, Practical & Protective, Appreciative & Respectful, Friendly & Approachable, Timeless & Quality-Focused

Brand Values

• •Sun Safety & Health
• •Artisan Support & Fair Trade
• •Sustainability & Environmental Responsibility
• •Quality & Durability
• •Authenticity & Tradition
• •Timeless Style
• •Accessibility/Honest Pricing

Best Practices

• •Prioritize the "Why": Always weave in the core reasons Tula Hats exist: sun protection, artisan support, and sustainability. Let these values shine through in product descriptions, social media posts, and all communications.
• •Tell the Story: Continuously share the narrative of the brand's origins, the Mexican artisans, and the traditional weaving process. This reinforces authenticity and the human element behind the products.
• •Use Warm, Respectful Language: Reflect the brand's appreciation for its customers, artisans, and the environment. Adopt an approachable, informative, and slightly adventurous tone.
• •Highlight Quality and Longevity: Emphasize that Tula Hats are an investment in durable, timeless pieces, not fast fashion. Use terms like "handcrafted," "durable," "long-lasting," and "timeless design."
• •Be Specific About Benefits: Clearly communicate the practical advantages – UPF 50+ protection, breathability of natural palm, water resistance, and comfort – alongside the ethical and aesthetic qualities.

Social Perception

Highly Regarded for Quality and Durability, Trusted for Sun Protection, Seen as Ethical and Sustainable, Stylish and Versatile, Good Customer Loyalty, Occasional Sizing Concerns, Appreciation for Artisan Craftsmanship

Copy Examples

• •Headline: Heritage Craftsmanship, Modern Sun Protection. Body: "Each Tula Hat is more than just a hat—it's a story woven by hand. For over 30 years, we've partnered with artisans in Mexico, honoring centuries of tradition to bring you timeless style and UPF 50+ sun safety. Wear a piece of history, protect your future." Call to Action: Discover the Artisan Difference.
• •Headline: Shield Yourself Naturally. Body: "Made from sustainably harvested palm, our hats offer UPF 50+ protection that's as kind to the planet as it is to your skin. Feel the Tula difference: breathable, durable, and ethically made for every adventure under the sun." Call to Action: Shop Sustainable Sun Hats.
• •Headline: Adventure-Ready. Artisan-Made. Body: "From sun-drenched trails to tranquil garden days, your Tula Hat is your trusted companion. Crafted for comfort, designed for durability, and built on fair trade principles. Explore confidently, knowing you're covered." Call to Action: Find Your Perfect Outdoor Hat.
• •Headline: More Than a Hat. It's a Tula. Body: "Experience the legacy of quality that comes from hats hand-woven with passion and purpose. Our commitment to fair trade and natural materials means you're not just choosing superior sun protection, you're supporting a vibrant artisan community." Call to Action: Learn Our Story.
• •Headline: Timeless Style, Uncompromising Protection. Body: "Why choose between looking good and staying safe? Tula Hats offer the best of both. With classic designs and certified UPF 50+ protection, step out in style and embrace the sunshine responsibly." Call to Action: View Our Collections.