Brand Tone

Authentic & Story-driven, Appreciative & Respectful, Serene & Elegant.

Brand Values

• •Artisanal Craftsmanship
• •Cultural Preservation
• •Ethical & Sustainable Sourcing
• •Quality & Durability

Best Practices

• •Lead with the "Handmade in Ecuador" Story: This is the brand's most powerful differentiator. Every piece of copy, where relevant, should connect back to the artisans, the location, or the traditional process.
• •Use Evocative, Sensory Language: Employ words that evoke nature, tradition, and elegance. Terms like "woven," "sun-bleached," "hand-carved," "serene," "timeless," and "heritage" reinforce the brand's identity.
• •Educate the Customer: Briefly explain the significance of materials like "Toquilla straw" or "Tagua nut." Highlighting that the weaving of Toquilla hats is a UNESCO Intangible Cultural Heritage adds significant value and justifies the premium quality.
• •Maintain a Respectful and Appreciative Tone: Always refer to the creators as "artisans" or "master craftspeople," not just workers. This honors their skill and reinforces the ethical values of the brand.
• •Ensure Visual and Textual Consistency: The calm, natural, and elegant tone of the copy must always be paired with high-quality, professional photography that reflects the same aesthetic. The words and images must work together to tell the same story.

Social Perception

Highly positive, centering on authenticity, ethical consciousness, and niche luxury.

Copy Examples

• •More than a hat, it's a legacy. Each of our Toquilla straw hats is woven by hand, a tradition passed down through generations in the mountains of Ecuador. It takes an artisan eight hours to weave a single hat, a testament to the beauty of slow, intentional craftsmanship. Wear a piece of history. #UnayaCollection #HandmadeInEcuador #ArtisanMade #ToquillaStraw
• •The Art of Ecuadorian Craftsmanship. At UNAYA, we believe in fashion that feels good and does good. We partner directly with artisans in Ecuador to bring you authentic, handmade treasures that honor a rich cultural heritage. Shop our collection of Panama hats and jewelry and support sustainable, ethical craftsmanship. #EthicalFashion #SustainableStyle #MadeInEcuador
• •Woven by Hand, Inspired by Tradition. Discover the soul of Ecuador in every piece. Shop the Collection.
• •From Our Hands to Yours: Introducing the Montecristi Collection. Step into a story of heritage and elegance. Our new collection, handcrafted in the heart of Ecuador, is a celebration of timeless design and artisanal skill. Discover jewelry inspired by Andean landscapes and hats woven with the finest Toquilla straw—each piece a unique work of art. Explore the new arrivals.
• •Hand-carved from sustainably sourced Tagua nut, known as 'vegetable ivory,' these earrings are a tribute to the natural beauty of Ecuador. Crafted by master artisans, their lightweight design and intricate details reflect a tradition of elegance and a commitment to nature. Add a touch of authentic, eco-conscious artistry to your look.