Brand Tone

Confident, Authentic, Communal, and Proud, merging bold and unapologetic cultural pride with a conscious and caring approach.

Brand Values

• •Puerto Rican Cultural Pride
• •Modern Convenience
• •Personal & Environmental Wellness

Best Practices

• •Establish a Core Narrative: The brand must decide what it is. The strongest and most unique path is to be a modern Puerto Rican lifestyle brand. This narrative is the filter through which all products should be presented.
• •Unify Product Descriptions: Revise all copy to connect back to the core narrative. A wireless charger isn't just a gadget; it's the power you need for your grind. A menstrual cup isn't just a product; it's a tribute to nature and feminine strength.
• •Adopt a Singular Tone: Merge the bold and proud tone with the caring aspect of the brand. Instead of generic phrases like Exclusive pricing, use culturally relevant language like, For our people, at a fair price. The tone should be confident, authentic, and communal.
• •Build a Community on Social Media: A brand centered on cultural identity cannot exist in a vacuum. Launching Instagram and TikTok is critical. Use these platforms to share stories about Taíno history, celebrate Puerto Rican artists and entrepreneurs, and showcase products in real-life contexts.
• •Curate the Product Catalog: For long-term brand health, the product offering should be streamlined. Either eliminate products that have no connection to the core narrative (like generic detergents or pods) or find authentic ways to integrate them, such as partnering with a Puerto Rican-owned business to create them. The current mix feels like a dropshipping store, which undermines the authenticity of the cultural products.

Social Perception

Public perception is limited and fractured due to a lack of significant online presence and inconsistent product offerings, leading to confusion about the brand's core identity (e.g., cultural, tech, or eco-friendly store).

Copy Examples

• •Power your world with the spirit of Yúcahu. Our 3-in-1 charger is built for the modern Boricua hustle, keeping you connected with the energy of our heritage. Stay charged, stay proud.
• •Honor your body, honor our Earth. Inspired by Atabey and the life-giving force of Yokahu, our reusable cup is a sustainable choice for the conscious woman. A healthier cycle, a healthier island.
• •Loud and clear. Some things are understood without explanation. This is for us. Unapologetically Boricua, endlessly proud. Wear your identity.
• •Sip from the source. Each coffee in the morning or wine at night is a moment to connect with our Taíno roots. This tumbler carries more than your drink; it carries our history.
• •YOKAHU: From Ancient Gods to Modern Gadgets. We equip the contemporary Boricua life. Cultural apparel that tells your story and tech that fuels your future. This is heritage, innovated.