Brand Tone

Aspirational & Chic, Eco-conscious & Ethical, Personal & Passionate, Authentic & Handcrafted, Positive & Uplifting

Brand Values

• •Sustainability
• •Artisan Craftsmanship
• •Quality & Durability
• •Cultural Fusion
• •Ethical Production
• •Conscious Consumerism

Best Practices

• •Always Weave in "Sustainable" and "Handmade": These are core differentiators. Whether it's a product description, social media post, or "About Us" page, consistently highlight the eco-friendly materials and artisan craftsmanship.
• •Use Evocative, Sensory Language: Transport the audience to Tulum. Use words that evoke the beach, nature, a relaxed yet chic lifestyle (e.g., "sun-kissed," "ocean breeze," "vibrant," "artisanal touch").
• •Maintain a Personal, Story-Driven Approach: Continue to share Shelley Mac's journey, the inspiration behind designs, and the stories of the artisans (if possible). This builds authenticity and connection.
• •Be Uplifting and Empowering: Frame the choice to buy Tulum2U not just as a purchase, but as a positive action towards a more sustainable future and a way to express individual style consciously.
• •Ensure Visual and Textual Harmony: The "boho-chic," natural, and stylish imagery used on Instagram and the website should be mirrored by the language – keep it elegant, flowing, and infused with a touch of wanderlust and purpose.

Social Perception

Positive Association with Eco-Friendliness, Founder-Driven Identity, Stylish & Unique Products, Emerging Brand Awareness, Seen as a "Lifestyle Brand"

Copy Examples

• •Headline: Tulum's Soul, Woven Into Your Style. Body: Discover our latest collection of handcrafted bags, made from 100% recycled plastic by skilled artisans. Carry a piece of paradise, sustainably. #Tulum2U #EcoChic #SustainableStyle
• •Headline: More Than a Bag. It's a Statement. Body: Each Tulum2U creation is a testament to conscious living and timeless design. Inspired by the vibrant spirit of Tulum and crafted with love, our eco-friendly accessories let you express your style while honoring our planet. Feel the difference. Be the change. #HandmadeWithLove #RecycledFashion #BohoVibes
• •Headline: From Recycled to Radiant: The Art of Tulum2U. Body: Shelley Mac, our founder, envisioned a world where fashion and sustainability dance hand-in-hand. Our unique process transforms high-quality recycled materials into durable, chic bags that tell a story of tradition and innovation. Join our journey. #MeetTheMaker #ArtisanMade #TulumInspired
• •Headline: Embrace the Bohemian Dream. Responsibly. Body: Let the free spirit of Tulum infuse your everyday. Our collection of bags, coverups, and throws are designed for the conscious wanderer – stylish, durable, and always eco-friendly. What story will your Tulum2U piece tell? #Wanderlust #BohoChic #SustainableLiving
• •Headline: Gift the Essence of Tulum. Give Tulum2U. Body: Looking for a unique, meaningful gift? Our handcrafted, recycled accessories are perfect for the eco-conscious fashion lover in your life. Beautifully made, beautifully sustainable. #EcoFriendlyGifts #ShopSustainable #TulumStyle