Brand Tone

Elegant & Sophisticated, Passionate & Proud, Approachable Luxury, Detail-Oriented & Quality-Focused

Brand Values

• •Quality Craftsmanship
• •Mexican Heritage & Talent
• •Authenticity & Demystification
• •Customer Experience
• •Slow Fashion
• •Strength & Vigor

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe Arthemisa's voice (e.g., Elegant, Passionate, Authentic, Meticulous, Proud) and, equally important, adjectives it is not (e.g., Cheap, Mass-produced, Generic, Casual to the extreme). Share this with everyone who creates content.
• •Emphasize Mexican Luxury and Craftsmanship: Consistently weave in the narrative of high-quality Mexican design and artisanal skill. Use phrases like crafted in Mexico, Mexican artisans, heritage of craftsmanship to reinforce this core value.
• •Focus on Sensory Details and Quality Materials: When describing products, go beyond visual descriptions. Talk about the supple feel of the leather, the gleam of the Italian hardware, the durability of the construction. This reinforces the luxury and quality aspects.
• •Tell the Story Behind the Products/Brand: Connect with customers on an emotional level by sharing the inspiration behind designs, the brand's mission, or the story of the artisans. This aligns with the passionate and authentic aspects of the tone.
• •Maintain Visual-Verbal Consistency: Ensure that the sophisticated and high-quality aesthetic of the product photography is matched by equally polished, elegant, and well-crafted copy across all platforms. The language should feel as luxurious and considered as the products themselves.

Social Perception

Positive & Appreciative, Emerging Luxury Player, Aspirational yet Accessible (to a degree)

Copy Examples

• •Headline: Arthemisa: Where Mexican Soul Meets Luxury Craft. Body: Discover handcrafted leather pieces that tell a story of heritage, passion, and uncompromising quality. Each Arthemisa bag is a testament to the skill of Mexican artisans, designed to be cherished for a lifetime. It’s not just an accessory; it’s a statement.
• •Social Media Post (Image: Close-up of bag stitching/hardware): The difference is in the details. At Arthemisa, we meticulously select the finest leathers and Italian hardware, brought to life by the hands of master Mexican craftsmen. Experience the art of true luxury. #ArthemisaMX #HechoEnMexicoConAmor #LuxuryLeather
• •Product Description Snippet (for a versatile bag): From boardroom presence to weekend chic, the [Bag Name] adapts to your life with effortless elegance. Crafted from supple full-grain leather and designed for enduring style, it’s more than a bag – it’s your trusted companion, embodying the strength and spirit of Arthemisa.
• •Brand Story Snippet for Website: We began with a bold vision: to show the world the exquisite artistry of Mexican luxury. Arthemisa is born from a passion for detail and a deep respect for our heritage. We don’t just make bags; we craft legacies.
• •Email Subject Line: Unveil Your Arthemisa: A New Standard in Mexican Luxury. Email Body Preview: Experience the harmony of nature-inspired design and meticulous craftsmanship. Your Arthemisa piece awaits, promising quality that endures and a style that speaks volumes.