Brand Tone

Authentic, Ethical, Appreciative/Respectful, Warm & Inviting, Aspirational (Subtle)

Brand Values

• •Cultural Preservation
• •Fair Trade & Empowerment
• •Sustainability
• •Authenticity & Craftsmanship
• •Connection

Best Practices

• •Always Lead with Values: Ensure every piece of copy, whether a product description or a social media update, subtly or overtly reflects one or more of the core brand values (Cultural Preservation, Fair Trade, Sustainability, Authenticity, Connection).
• •Tell the Story, Not Just the Specs: Focus on the who, why, and how behind each product. Highlight the artisans, the cultural significance, and the ethical production process, rather than just listing materials and dimensions.
• •Use Warm, Respectful, and Evocative Language: Employ words that convey the beauty of Peruvian culture, the skill of the artisans, and the quality of the materials. Words like heritage, handcrafted, soulful, vibrant, legacy, conscious, and community resonate well. Avoid overly technical or transactional language.
• •Maintain a Consistent Voice Across All Channels: Whether it's a TikTok caption, website FAQ, or an email, the tone should feel familiar and aligned. Develop a simple brand voice guide with keywords and do's and don'ts for anyone creating content.
• •Show, Don't Just Tell, Ethical Practices: Instead of just stating we are ethical, provide concrete examples or links to more information about how the brand practices fair trade, supports artisans, and engages in sustainable sourcing. This builds credibility and reinforces the brand's values through tangible actions described in the copy.

Social Perception

Positive but Niche, Trustworthy (Aspirational), Culturally Rich, Quality-Focused

Copy Examples

• •Wrap Yourself in Heritage: Discover Our New Hand-Woven Alpaca Sweaters, Ethically Crafted in the Heart of the Andes.
• •Meet Maria, the gifted hands behind our intricate 'Inti' earrings. Every piece tells a story of tradition, passion, and fair partnership. When you choose Andeas, you're not just buying a product; you're supporting a dream and preserving a culture. ✨ #AndeasArtisans #PeruvianCraft #EthicalFashion #SupportArtisans
• •At Andeas, the beauty of Peru is woven into everything we do – from the vibrant threads of our textiles to our commitment to protecting the Pacha Mama (Mother Earth). Learn how our sustainable practices and conscious material choices are making a difference, one beautiful creation at a time. [Link to Sustainability Page]
• •Experience the embrace of the Andes. Our 'Condor's Flight' Ruana, hand-loomed by master artisans in Cusco from the finest ethically sourced alpaca wool, offers unparalleled warmth and timeless style. More than just a garment, it's a piece of Peruvian soul, carrying generations of craftsmanship in every thread. Wear it with pride, knowing you're part of a story of sustainable heritage.
• •Andeas was born from a love for Peru's rich artistic legacy and a desire to share its magic with the world, responsibly. We partner directly with talented artisans, ensuring fair wages and respectful collaborations, so you can discover authentic, handcrafted treasures that warm your home and heart, while empowering communities and preserving ancient traditions for generations to come.