Brand Tone

Authentic, Elegant & Sophisticated, Appreciative (of craftsmanship), Warm & Inviting, Descriptive & Evocative

Brand Values

• •Authenticity: Offering genuine, handcrafted Moroccan products.
• •Craftsmanship & Artistry: Valuing the skill and tradition embedded in their items.
• •Cultural Heritage: Promoting the beauty and uniqueness of Moroccan Berber, nomadic, and bohemian styles.
• •Quality: Implied through the focus on handcrafted items and materials like cactus silk and wool.
• •Elegance & Style: Curating a collection that is both aesthetically pleasing and culturally rich.

Best Practices

• •Embrace Storytelling: Focus on the narrative behind the products – the artisans, the traditions, the cultural significance. This reinforces authenticity and appreciation for craftsmanship.
• •Use Evocative and Sensory Language: Describe textures, colors, and the imagined atmosphere the products create (e.g., "softness of cactus silk," "delicate nuances," "enchanting atmosphere"). This aligns with the elegant and inviting aspects of the tone.
• •Highlight Authenticity and Craftsmanship Consistently: Regularly use terms like "handcrafted," "artisanal," "authentic," "traditional," "unique piece" across all platforms and product descriptions.
• •Maintain Visual-Verbal Harmony: Ensure the language used in captions and descriptions mirrors the aesthetic of the photography – if the images are elegant and warm, the copy should reflect that.
• •Develop a Brand Lexicon: Create a list of preferred (and to-avoid) words and phrases that align with the desired tone (e.g., preferred: "soulful," "heritage," "timeless," "curated"; avoid: "cheap," "mass-produced," "basic"). This helps ensure consistency regardless of who is writing the copy.

Social Perception

Customers likely perceive the brand as a source for unique, handcrafted Moroccan decor that adds an authentic, bohemian, and elegant touch to interiors. The emphasis on "artisanal" and "unique pieces" suggests that customers may see the brand as offering items with more character and story than mass-produced alternatives. The visual consistency between the website and Instagram likely contributes to a perception of a curated and aesthetically focused brand. Those interested in Moroccan crafts, bohemian decor, and unique home goods are the likely target audience and would perceive the brand favorably if the product quality and service meet the expectations set by the online presentation.

Copy Examples

• •Casba Store: Weaving Moroccan Soul into Your Home. Discover authentic, handcrafted treasures.
• •Each knot tells a story, each pattern a whisper of ancient Berber traditions. Bring home more than a rug; invite in a legacy of Moroccan artistry. #CasbaStore #MoroccanRug #HandcraftedHome #BohoDecor #Artisanal
• •Molded by hand and painted with ancestral motifs, this Beldi ceramic bowl is a testament to Moroccan craftsmanship. Perfect for gracing your table with a touch of artisanal elegance or as a unique decorative piece that sparks conversation. Experience the warmth of tradition.
• •Step into the Casba. Our new collection has arrived, filled with hand-selected pieces that capture the vibrant spirit and timeless elegance of Moroccan design. Find that unique item that speaks to your soul.
• •At Casba Store, we journey through the heart of Morocco to bring you décor that’s more than just beautiful – it's alive with the stories and skills of its makers. We believe in the magic of handcrafted items to transform a house into a home filled with warmth, character, and authentic charm.