Brand Tone

Empathetic, Passionate, Hopeful, and Urgent

Brand Values

• •Ethical Practices & Fair Trade
• •Empowerment
• •Sustainability (Holistic)
• •Dignity
• •Transparency
• •Quality & Craftsmanship
• •Impact-Driven

Best Practices

• •Lead with Purpose: Always connect products back to the core mission of fighting slavery and poverty. Emphasize the "why" behind the "what."
• •Use Storytelling: Share specific (anonymized) stories of the makers or the impact of a purchase to create an emotional connection and make the mission tangible.
• •Empower the Consumer: Frame purchasing as an act of positive change and partnership. Use language like "you help," "your choice matters," "together we can."
• •Be Transparent and Factual: Clearly communicate the ethical standards (Fair Trade, livable wages) and sustainable materials used. When citing statistics about slavery or poverty, ensure they are current and referenced if appropriate for the context (though not in final ad copy).
• •Maintain a Hopeful yet Urgent Voice: Balance the harsh realities of the issues with the optimistic potential for change through collective action. Inspire action without resorting to guilt.

Social Perception

Ethical Champion, Purpose-Driven Choice, High-Quality Goods with a Story, Advocate for Change, Trustworthy

Copy Examples

• •Headline: More Than a Bag. It's a Day of Freedom. Body: Each stitch in your MADE FREE [Product Name] is a step away from poverty, a stand against slavery. Carry a story of empowerment, crafted with sustainable materials and unwavering hope. Choose ethical. Choose impact. Choose MADE FREE.
• •Headline: Wear the Change You Want to See. Body: Tired of fast fashion's hidden costs? Our [Product Name] isn't just ethically made with eco-friendly materials; it's a lifeline. Your purchase provides fair wages and a safe workplace, empowering artisans to break free from exploitation. Shop with purpose. Live with impact.
• •Headline: Crafted for Your Journey. Designed for Their Future. Body: From bustling city streets to quiet moments of reflection, our [Product Name], made from [Sustainable Material], is built for life. But its true beauty lies in the lives it changes. Every MADE FREE item helps write a new story for its maker – one of dignity, opportunity, and freedom.
• •Headline: The Power of a Purchase: End Slavery, One Product at a Time. Body: Did you know millions are still trapped in modern slavery, many within the fashion industry? At MADE FREE, we're fighting back. By choosing our handcrafted [Product Name], you directly support fair wages and safe conditions, helping us reach our goal of one million lives made free. Join the movement.
• •Headline: Sustainable Style. Uncompromising Ethics. Body: Look good, feel good, do good. Our [Product Name] is more than just an accessory; it's a commitment. Made with [Organic Cotton/Recycled Plastic/Biodegradable Leather] and a lifetime guarantee, it’s proof that style and sustainability can create lasting change for people and the planet.