Brand Tone

Artistic, Passionate, Warm, Authentic, Elegant

Brand Values

• •Artisanal Craftsmanship
• •Quality
• •Authenticity
• •Beauty & Vibrant Design
• •Ethical Considerations
• •Fusion of Tradition and Modernity
• •Customer Satisfaction

Best Practices

• •Develop and Utilize a Brand Voice Charter: Create a comprehensive document that outlines the brand's tone (Artistic, Passionate, Warm, Authentic, Elegant), core messaging, preferred vocabulary (e.g., "artisanal," "handcrafted," "vibrant," "heritage," "soulful"), and provides examples of on-brand and off-brand copy. This ensures anyone writing for the brand understands and can replicate its voice.
• •Emphasize Storytelling: Consistently weave narratives around the products – their Indian origins, the traditional techniques used in their creation, the stories of the artisans, or the inspiration behind a particular design. This naturally reinforces the authentic, artistic, and passionate aspects of the brand.
• •Use Rich, Sensory, and Evocative Language: Employ descriptive adjectives and vivid imagery that appeal to the senses and highlight the unique qualities of the products – the texture of the fabrics, the depth of the colors, the intricacy of the patterns. This supports the artistic and elegant dimensions of the tone.
• •Maintain a Human and Passionate Connection: While showcasing elegance, ensure the language remains approachable and conveys a genuine love for the products and the culture they represent. Share the "why" behind India Ink to connect with customers on an emotional level.
• •Align Visuals with Verbal Tone: Ensure all imagery used across platforms strongly reflects and reinforces the brand's voice. For India Ink, this means continuing to use high-quality, vibrant, and often styled photography that showcases the beauty, craftsmanship, and unique aesthetic of the products, complementing the artistic and elegant written descriptions.

Social Perception

India Ink is generally perceived very positively by its customers and the broader online audience. They are seen as a source of high-quality, beautiful, and unique home decor items. The vibrant colors and intricate patterns are highly appreciated and are seen as a way to bring life and elegance to a home. The artisanal and handcrafted nature of the products is a significant draw for customers who value these qualities. The brand is considered reliable, offering excellent customer service and prompt delivery. Overall, India Ink is perceived as a trusted and desirable brand for those in South Africa looking to purchase authentic, stylish, and ethically-conscious Indian-inspired homewares and clothing.

Copy Examples

• •Website Banner for New Arrivals: Artisanal Elegance, Woven with Soul. Discover new handcrafted treasures from the heart of India.
• •Instagram Caption for a Bedding Set: Drift into dreams adorned with the vibrant spirit of Indian artistry. Our new hand-blocked bedding collection is a symphony of colour and comfort, crafted to make your sanctuary sing. ✨ #IndiaInkHome #HandcraftedLuxury #BedroomDecor
• •Facebook Post Highlighting Table Linens: Gather round, share stories, and make memories. Our exquisite tablecloths, rich in tradition and contemporary charm, set the stage for your most joyful moments. Explore the collection and let your table tell a story. #IndiaInkSA #ArtOfEntertaining #HandmadeWithLove
• •Product Description for a Cushion: More than just a cushion, it's a piece of heritage. Lovingly hand-stitched by skilled artisans, this piece carries the warmth of tradition and a vibrant splash of colour, ready to bring joy and unique style to your living space.
• •Email Newsletter Teaser: A Touch of India, A World of Difference. Explore our latest curations, where timeless craftsmanship meets modern living, and find that perfect piece to express your unique style.