Brand Tone

Traditional and Trustworthy, Reliable and Effective, Proudly Mexican, Approachable and Knowledgeable, Nostalgic

Brand Values

• •Quality
• •Tradition
• •Innovation within Tradition
• •Customer Satisfaction
• •National Pride
• •Integrity/Authenticity

Best Practices

• •Embrace the Heritage: Consistently weave in the brand's long history (since 1918) and its status as a traditional Mexican company. This builds trust and resonates with a sense of nostalgia and reliability.
• •Focus on Quality and Effectiveness: Use language that highlights the proven results of the products. Words like "trusted," "effective," "protection," "nourishes," and "lasting shine" reinforce this.
• •Maintain an Authoritative yet Approachable Voice: Position El Oso as the expert in shoe (and now home/car) care, but do so in a friendly, helpful, and accessible manner. Offer tips and advice.
• •Speak to Values: Subtly incorporate the brand's values, such as pride in its Mexican origin, commitment to quality, and the idea of caring for one's belongings as a respected practice.
• •Be Consistent Across Platforms: Ensure that the tone used on the website, social media, product packaging, and any advertising materials is harmonious and reflects the established brand identity of trustworthiness, tradition, and quality.

Social Perception

Heritage Brand, Go-to for Shoe Care, Symbol of Quality and Reliability, Positive Nostalgia, Value for Money

Copy Examples

• •Headline: Over 100 Years Polishing Mexico's Pride. El Oso: Tradition and Shine in Every Step. Body: Since 1918, El Oso has cared for the shoes of generations. Our classic formulas, trusted and true, deliver unbeatable shine and protection. Choose the quality that endures.
• •Headline: More Than Shine, It's El Oso Care. Body: Your favorite shoes deserve the best. El Oso's expert formulas not only provide a brilliant shine but also nourish and protect the leather, extending the life of your cherished footwear. Experience the difference of true care.
• •Headline: The Secret of Impeccable Shoes? It's a Family Tradition Called El Oso. Body: From grandpa's perfectly polished boots to your everyday sneakers, El Oso has been the trusted name. Our heritage is quality, our promise is a lasting shine. Join the tradition.
• •Headline: El Oso: Crafted in Mexico, Trusted Worldwide. Body: For over a century, our 100% Mexican-made products have set the standard for shoe care. Now, that same dedication to quality extends to our home and car care lines. Discover the El Oso difference.
• •Headline: Step Confidently. Step with El Oso. Body: Don't let dull shoes dim your presence. With El Oso, achieve a professional, lasting shine quickly and easily. Effective care for people on the move.