Brand Tone

artisanal, appreciative, and quietly passionate. Also descriptive, slightly Nostalgic/Timeless, Personal and Respectful (of the craft & customer)

Brand Values

• •Craftsmanship
• •Quality
• •Artisanship
• •Durability/Longevity
• •Family/Heritage (implied)
• •Passion

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., artisanal, appreciative, descriptive, timeless) with examples of do's and don'ts. Share this with anyone creating content.
• •Focus on Storytelling: Emphasize the narrative behind the products – the craftsmanship, the materials, the inspiration. This naturally aligns with an artisanal and passionate tone.
• •Use Evocative and Sensory Language: Describe the feel of the leather, the traditional techniques, and the lasting nature of the products to engage the customer's imagination.
• •Maintain Visual Consistency: Ensure that your photography and visual branding on social media and the website reflect the same values of quality, craftsmanship, and timelessness conveyed in your text.
• •Engage Authentically: When responding to comments or messages, maintain the respectful, appreciative, and personal tone. Avoid overly generic or corporate-sounding replies. Let the passion for the craft shine through.

Social Perception

Positive but Niche. Seen as High-Quality/Artisanal. Limited Broader Awareness.

Copy Examples

• •Instagram Post (Image: Close-up of hand-stitching on a leather journal): Each stitch, a testament to time-honored tradition. Our leather journals are born from patience and a passion for true craftsmanship, ready to hold your most cherished thoughts for years to come. #Cocotuus #HandmadeLeather #Journaling #ArtisanMade #TimelessQuality
• •Facebook Ad (Image: A collection of Cocotuus bags and wallets): More than just an accessory, it's a companion. Cocotuus leather goods are handcrafted with the finest materials, designed to age beautifully alongside you. Discover the difference dedication makes. Shop our collection: [Link]
• •Product Description Snippet (for a leather grimoire): Unlock a world of your own. This hand-bound leather grimoire is crafted with intention, its rich cover and sturdy pages awaiting your unique stories, sketches, or spells. A piece to treasure, a legacy to create.
• •Email Subject Line (for a newsletter): From Our Hands to Yours: The Art of Lasting Leather
• •Website "About Us" Snippet: At Cocotuus, we believe in the enduring beauty of things made by hand. As a family, we pour our dedication into every cut, stitch, and finish, ensuring each leather piece not only serves its purpose but also tells a story of quality and care.