Brand Tone

inspiring, compassionate, authentic, purposeful, uplifting, trustworthy, and aspirational, with an emphasis on quality and comfort.

Brand Values

• •Social Impact
• •Craftsmanship and Quality
• •Empowerment
• •Transparency

Best Practices

• •Lead with the Mission: Always connect the product back to the social impact. Whether it's a product description or a social media post, the 'why' behind the brand should be evident.
• •Use Empowering Language: Frame the narrative around empowerment, not charity. The artisans are skilled craftspeople, and the customers are partners in their success.
• •Highlight Quality and Craftsmanship: Emphasize the handmade nature, the high-quality materials, and the durability of the products. This justifies the premium price and reinforces the brand's value.
• •Be Authentic and Transparent: Share real stories and be open about the production process. This builds trust and a deeper connection with the audience.
• •Maintain a Consistent Tone: Whether it's on social media, the website, or in an email, the tone should always be inspiring, compassionate, and authentic. Avoid overly corporate or sales-y language.

Social Perception

Perceived as a socially responsible and ethical brand, a social enterprise making a tangible difference. Products are seen as premium but justified by quality and social impact. Well-regarded for transparency and genuine mission.

Copy Examples

• •Find your calm in a hammock that changes lives. Each Mission Hammock is handcrafted by artisans with disabilities in Nicaragua, providing them with stable, fulfilling employment. Relax with purpose. #MissionHammocks #HandmadeWithLove
• •Create your own sanctuary. Our handmade hammock chairs are more than just a place to rest—they're a symbol of hope and empowerment. Every purchase supports our mission to provide fair-wage jobs for individuals with disabilities. Tap the link in our bio to learn more about the hands that made your hammock.
• •The 'Granada' Hammock Chair is woven with over 6 pounds of 100% organic Manila cotton for a truly luxurious feel. By choosing this chair, you're not just adding a beautiful piece to your home; you're providing a day of meaningful work for an artisan in our Nicaraguan workshop. Experience comfort that feels good, inside and out.
• •Subject: More Than a Hammock: A Story of Change Hi [Customer Name], Did you know that the hammock you've been eyeing has a story? A story of empowerment, of skilled hands, and of a community transformed. At Mission Hammocks, we believe in the power of a good product to do good in the world. Read our latest blog post to meet the artisans behind our creations.
• •Rest easy, knowing you've made a difference. Our hammocks are ethically made and beautifully designed to bring you peace of mind and body. Shop our collection today and support a mission of empowerment.