Brand Tone

Aspirational, Mindful, and Chic

Brand Values

• •Celebrating Imperfection
• •Artisanal Craftsmanship
• •Confident Self-Expression
• •Mindful Consumption
• •Simplicity and Minimalism

Best Practices

• •Lead with Philosophy: Always anchor the copy in the core concept of "Wabi-Sabi." Use words like "imperfect," "unique," "handcrafted," "authentic," and "mindful" to reinforce the brand's foundational values.
• •Balance Aspiration with Authenticity: While the tone is aspirational and chic, it must remain grounded in the authenticity of the handmade process. Talk about the "craftswomen" and the "story" behind the products, not just the trend-setting aspect.
• •Use Elevated, Yet Simple Language: The vocabulary should be sophisticated and evocative ("elegance," "curated," "statement") but avoid overly complex or technical jargon. The language should reflect the brand's value of simplicity.
• •Tell a Story in Every Description: Treat each product description as a mini-narrative. Where did the inspiration come from? What makes it special? This transforms a simple product into a meaningful purchase.
• •Ensure Visuals Match the Tone: All photography and visual content must align with the Wabi-Sabi aesthetic. This means clean, natural lighting, minimalist settings, earthy tones, and a focus on texture and detail to visually communicate the brand's values.

Social Perception

Perceived as a positive, trendy, premium, and desirable emerging brand with high-quality, aesthetically pleasing products.

Copy Examples

• •Perfection is an illusion. True style is found in the details. Introducing the Naina Bucket Bag—handcrafted with intention, designed with a story. Each bead is a testament to the art of the imperfectly perfect. #WabySaby #HandcraftedLuxury #BeautyInImperfection
• •Your Home Should Tell Your Story. Adorn your space with pieces that embrace simplicity, character, and the quiet beauty of craftsmanship. Discover the Waby Saby Home Collection.
• •At Waby Saby, we believe objects are more than just things; they're keepers of stories. Each of our beaded bags is brought to life by the skilled hands of Indian craftswomen, their unique touch making every single piece one-of-a-kind. Own more than a bag—own a piece of art. Explore our story.
• •The accessory that starts a conversation. From brunch to sundown, the Waby Saby OG bag is the statement piece your wardrobe is missing. Handcrafted, on-trend, and perfectly imperfect. Tap to shop the look everyone is talking about.
• •Embrace a free-spirited elegance with the Boho Me Blue bag. Our first design featuring wooden beads, this piece is a celebration of natural textures and authentic craftsmanship. Its slight imperfections aren't flaws; they are the marks of its handmade journey. Carry it and feel the confidence of a truly unique style.