Brand Tone

Authentic, Appreciative & Respectful, Story-driven, Warm & Inviting, Elegant & Curated, Ethical & Conscious

Brand Values

• •Authenticity: Offering genuine, handcrafted Moroccan goods.
• •Craftsmanship: Celebrating and preserving traditional artisanal skills.
• •Ethical Empowerment: Supporting and fairly compensating Moroccan artisans, particularly women.
• •Cultural Heritage: Honoring and sharing the richness of Moroccan culture and traditions.
• •Quality: Providing high-quality, durable, and unique products.
• •Connection: Fostering a connection between customers, artisans, and the stories behind the products.
• •Beauty & Aesthetics: Curating beautiful items that enhance living spaces.

Best Practices

• •Embrace Storytelling: Always look for opportunities to weave in the narrative of the artisans, the cultural significance of the designs, or the journey of the product. This reinforces authenticity and connection.
• •Use Evocative and Sensory Language: Describe the textures, colors, and the feeling the products evoke. Words like "hand-knotted," "sun-kissed," "intricate," "plush," "vibrant," and "time-honored" can enhance the copy.
• •Maintain a Respectful and Appreciative Voice: When speaking about the artisans and Moroccan culture, ensure the tone is always one of admiration and respect, highlighting their skill and heritage. Avoid cultural appropriation; focus on appreciation and ethical partnership.
• •Highlight Ethical Values Consistently: Subtly or overtly remind your audience of your commitment to fair trade, artisan empowerment, and the preservation of craft. This builds trust and appeals to conscious consumers.
• •Keep it Elegant and Authentic: Avoid overly casual slang or hype-driven language. The tone should reflect the quality, uniqueness, and cultural richness of the products. Ensure all claims about authenticity and origin are accurate and transparent.

Social Perception

Summah is generally perceived as a reputable and trustworthy brand that offers high-quality, authentic Moroccan home décor. Customers and observers appreciate the brand's commitment to ethical sourcing and the empowerment of artisans. This adds a layer of value beyond the product itself. The brand is seen as a source for unique, statement pieces that bring cultural richness and a story into the home. There's an association with a more conscious and thoughtful approach to consumption, appealing to buyers who value craftsmanship, sustainability, and fair trade. The aesthetic is perceived as both traditional and adaptable to modern interiors, making it appealing to a broad range of design-conscious consumers.

Copy Examples

• •Headline: Woven with Heritage, Designed for Your Home. Body: Discover Summah's collection of authentic Moroccan rugs, each piece a testament to the enduring skill of Atlas Mountain weavers. Bring home more than a rug; bring home a story.
• •Social Media Post: Meet Fatima, one of the incredible artisans behind our latest Beni Ourain collection. With every knot, she weaves generations of tradition and her own unique artistry. By choosing Summah, you're directly empowering women like Fatima and helping to preserve a timeless craft. #SummahStories #EthicalHome #MoroccanCraft
• •Product Description (for a vintage Azilal rug): Unearth a treasure. This vintage Azilal rug, rich in Berber symbolism and vibrant hues, carries the soul of its maker. Handpicked for its unique character and exceptional craftsmanship, it’s ready to infuse your space with warmth, history, and unparalleled artistry. Dimensions: X by Y. Material: 100% Atlas Wool.
• •Email Newsletter Snippet: This season, let your home tell a story of faraway lands and dedicated hands. Our new arrivals from Morocco have just landed, featuring hand-knotted masterpieces and intricately designed poufs that blend ancient tradition with contemporary living. Explore the collection and find a piece that speaks to you.
• •Brand Tagline Idea: Summah: Authentic Moroccan Craftsmanship, Ethically Woven.