Brand Tone

Playful, Proud, and Approachable

Brand Values

• •Cultural Heritage
• •Handmade Craftsmanship
• •Durability and Quality
• •Personalization and Gifting
• •Joyful Self-Expression

Best Practices

• •Lead with Pride: Always incorporate elements of Puerto Rican culture, whether it's a flag emoji, a Spanish word (like isla, sol, playa), or a direct mention of "Handmade in PR". This is your strongest unique selling proposition.
• •Keep it Playful and Energetic: Use vibrant language, emojis (✨, 🌴, ☀️, 🇵🇷), and occasional, lighthearted slang. Ask questions in your captions to engage your audience ("Which piece is your favorite?").
• •Highlight the Benefits, Not Just Features: Instead of just saying "Stainless Steel," say "100% Waterproof & Tarnish-Free." Instead of "Initial Bracelet," say "A personalized gift for you or your bestie."
• •Emphasize the 'Handmade' Aspect: Use phrases like "crafted with care," "handmade just for you," or "artisanal quality" to remind customers of the special care that goes into each piece. This justifies value beyond the raw materials.
• •Maintain a Consistent Voice Across All Channels: Whether writing an email, a TikTok caption, or a product description, the voice should always feel like it's coming from the same friendly, proud, and stylish source. Create a short brand voice guide to ensure everyone on your team is aligned.

Social Perception

trendy and authentic small business with a strong cultural identity

Copy Examples

• •Bring a piece of the island with you, wherever you go. 🇵🇷 Our Estrella de Mar necklace is handmade with love and designed to last, just like your favorite beach memories. ✨ #VayaPapaya #HechoEnPR #JoyeriaPR
• •Psst... Your new favorite jewelry just dropped! 👀
• •Wear your pride! Our PR Hilitos necklace is a simple, beautiful way to show your love for Borikén. Made with durable stainless steel, it's perfect for everyday wear—from a day at the beach to a night out. The perfect subtle statement.
• •Handmade in Puerto Rico. Worn with joy everywhere. Welcome to Vaya Papaya.
• •POV: You found the perfect stainless steel jewelry that's actually cute *and* waterproof. 💦 #PuertoRico #SmallBusiness #JewelryHaul