Brand Tone

Aspirational, elegant, heartfelt, sophisticated, evocative, friendly, personal, professional, high-end, and empowering.

Brand Values

• •Handicraft and Tradition
• •Sustainability and Natural Materials
• •Humanity and Fairness
• •Female Empowerment
• •Creativity and Uniqueness

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core values. Don't just sell a sweater; sell a piece of handcrafted tradition, a commitment to sustainability, or a statement of female empowerment.
• •Use Evocative, Sensory Language: Describe the feel of the fabrics ("soft touch," "luxurious and soft mohair-silk wool blend") and the emotion of the design ("timeless creations," "feels like an embrace"). This elevates the perception of luxury.
• •Tell the Founder's Story: Periodically weave in elements of Biljana Rachenzentner's story. This personal narrative builds authenticity and a deeper connection with the audience.
• •Emphasize "Unique" and "Handmade": These are key differentiators. Consistently use terms like "handcrafted," "handmade," "unique," and "one-of-a-kind" to reinforce the value proposition.
• •Maintain an Empowering and Inclusive Voice: Address the "VUUNA woman" as intelligent, strong, and style-conscious. Ensure messaging reflects the value that all women are beautiful and that the brand celebrates their individuality, irrespective of size.

Social Perception

VUUNA is perceived as a niche, luxury brand with a strong ethical foundation. It is committed to sustainability and craftsmanship, and is sought after by influencers who share similar values. The brand's high-priced products position it in the luxury segment, and it is seen as an authentic, high-quality, and mission-driven fashion label with a small but dedicated following.

Copy Examples

• •The soul of our craft, woven into every stitch. Each VUUNA piece carries the unique imprint of its maker —a testament to tradition, passion, and the art of slow fashion. This isn't just a sweater; it's a story. #VUUNA #HandcraftedLuxury #SlowFashion
• •Elegance that feels like an embrace. Our cardigans, handcrafted from the finest natural fibers, are designed for the woman who values both style and substance. Discover a timeless addition to your wardrobe. Shop VUUNA essentials now.
• •For the Woman Who Shapes Her World. Consciously created, timelessly designed. This is VUUNA.
• •The Art of Knitwear. Inspired by nature, brought to life by hand. Explore the story and sustainability behind every VUUNA creation.
• •A Story of Craftsmanship | Inside the VUUNA Atelier - Dear [Name], Have you ever wondered about the hands that create your favorite knitwear? At VUUNA, we believe in celebrating our artisans. This week, we invite you to step inside our world and meet the women who pour their hearts and heritage into every piece...