Brand Tone

Energetic, creative, and authentic; friendly and approachable with a youthful and slightly edgy vibe. The language is straightforward and confident, often with a playful and empowering call to action.

Brand Values

• •Authenticity and Heritage
• •Community and Empowerment
• •Creativity and Self-Expression
• •Quality and Craftsmanship
• •Freedom and an Active Lifestyle

Best Practices

• •Lead with the Cuban Story: Always tie the products back to their origin. Phrases like "Handmade in Havana," "Cuban-designed," and "Supporting local artisans" should be woven into the copy. This is the brand's strongest differentiator.
• •Embrace an Energetic and Empowering Tone: Use active verbs and a confident, upbeat voice. The copy should inspire movement, creativity, and self-expression.
• •Keep it Visually Driven: On platforms like Instagram, let the vibrant product photography do most of the talking. Keep captions concise and impactful, using hashtags to reinforce brand values.
• •Use a Mix of English and Spanish: To enhance authenticity and connect with a broader audience, occasionally sprinkle in Spanish words or phrases that capture the brand's Cuban spirit.
• •Focus on Benefits, Not Just Features: Instead of just saying a bag is "hands-free," describe what that freedom allows the customer to do: "hug, dance, or ride a bike." This approach connects the product to the customer's lifestyle and aspirations.

Social Perception

Wasasa is perceived as a niche, artisanal brand with a strong, authentic story. Customers are drawn to its unique aesthetic, vibrant designs, and the narrative of supporting a Cuban-based enterprise. It's seen as fashionable and functional, particularly among a younger, style-conscious demographic, with a growing reputation as a desirable and 'in-the-know' brand.

Copy Examples

• •Havana-born, handmade with soul. Our new collection of bugbags just dropped. Vibrant colors, ready for your next adventure. Grab yours and carry a piece of Cuba with you. #wasasa #bugbag #handmade #cubanstyle
• •Move freely. Live colorfully. Our activewear is designed in Cuba for every leap, stretch, and dance move you make. Made by women, for everyone who loves to move. Discover the collection. #wasasa #activewear #madeincuba #movement
• •Dive into the colors of the Caribbean. Our latest swimwear, proudly handmade in Cuba. Feel the sun, feel the freedom. #wasasa #swimwear #cubandesign #beachlife
• •You’re part of the wasasa family. As a thank you for your support of our Cuban artisans, here’s an exclusive first look at our new jewelry line. Inspired by the streets of Havana, made for the world. #wasasa #handmadejewelry #cubanart
• •What does freedom mean to you? For us, it’s having your hands free to create, to explore, to connect. That’s why we made the bugbag. What will you do with your hands free? #wasasa #keepyourshittogether #handsfree