Brand Tone

Inspirational, Authentic, Proudly African, Premium & Sophisticated, Story-driven & Emotional, Community-centric

Brand Values

• •Storytelling
• •Craftsmanship & Quality
• •African Excellence & Heritage
• •Authenticity & Purpose
• •Community & Connection
• •Resilience & Aspiration
• •Legacy

Best Practices

• •Always Lead with Story: Whether it's the founder's journey, the inspiration behind a collection, or a customer's experience, ensure storytelling is at the heart of your copy.
• •Emphasize Heritage and Authenticity: Consistently weave in elements of African pride, craftsmanship, and the genuine origins of the brand. Use the founder's voice and personal anecdotes where appropriate.
• •Use Inspirational and Aspirational Language: Reflect the brand's journey and its aim to inspire. Words like "legacy," "dream," "pride," "excellence," and "resilience" align with this.
• •Maintain a Premium Voice: While being authentic and rooted, the language should also convey the luxury, quality, and sophistication of the products and the brand experience.
• •Foster Community and Connection: Use inclusive language ("we," "our," "us") and invite customers to be part of the TSHEPO story and community. Highlight shared values.

Social Perception

Symbol of African Pride, Aspirational, High-Quality & Bespoke, Story-Rich, Empowering, Conversation Starter

Copy Examples

• •Headline: TSHEPO: Woven with Heritage. Crafted for Today. Body: "More than denim. It's a chapter of our story, tailored into every stitch. Discover the fabric of a continent, designed to be worn with pride, destined to last generations. Your legacy starts here."
• •Headline: The Crown You Wear. Body: "Inspired by the resilience and grace of those who came before, our crown is a promise: of unparalleled quality, authentic African artistry, and a fit that feels like home. Wear your story. Wear TSHEPO."
• •Headline: From Tsakane to the World. This is Our Denim Dream. Body: "Every pair of TSHEPO jeans carries the spirit of our journey. The hustle, the heart, the unwavering belief in crafting excellence. Join a community that celebrates where we're from and where we're going."
• •Headline: Beyond the Seams: A Story in Every Thread. Body: "We don't just make jeans; we weave narratives. Of African hands, of timeless style, of a heritage reimagined. Experience denim that speaks volumes. Experience TSHEPO."
• •Headline: Craftsmanship That Endures. Stories That Inspire. Body: "At TSHEPO, quality isn't just a standard; it's our soul. Each piece is a testament to meticulous craftsmanship, designed not just to be worn, but to be lived in, to carry your story forward. Invest in more than jeans; invest in a legacy."