Brand Tone

authentic, appreciative, and mission-driven

Brand Values

• •Artisan Empowerment and Sustainable Livelihoods
• •Preservation of Craftsmanship and Cultural Heritage
• •Fair Trade Practices
• •Authenticity and Quality
• •Contemporary Design with Traditional Skills
• •Celebration of Kashmiri Beauty and Culture

Best Practices

• •Always Center the Artisan: Frame product descriptions and brand stories around the skill, dedication, and cultural heritage of the Kashmiri artisans. Emphasize handcrafted and the human element behind each product.
• •Use Evocative and Respectful Language: Employ words that convey beauty, tradition, authenticity, and the unique essence of Kashmir. Avoid overly commercial or mass-market terminology.
• •Highlight the Why: Remind the audience of the social mission – supporting livelihoods, preserving crafts, and practicing fair trade. This reinforces the brand's purpose beyond just selling products.
• •Maintain a Tone of Appreciation and Wonder: Convey a genuine admiration for the craftsmanship and the cultural significance of the items. Let the passion for Kashmiri art shine through.
• •Ensure Visual and Textual Harmony: The imagery used should complement the copy, showcasing the beauty and detail of the handicrafts and, where appropriate, the artisans or the Kashmiri landscape. This creates a cohesive and immersive brand experience.

Social Perception

socially conscious enterprise

Copy Examples

• •Own a Piece of Paradise. Discover Zaina by Ctok. Each handcrafted treasure tells a story of Kashmiri artistry, bringing generations of skill and the soul of the valley right to your home. Shop authentic, live beautifully.
• •More Than Just a Product, It's a Promise. With every Zaina by Ctok creation, you empower Kashmiri artisans and help preserve a timeless craft. Experience the warmth of handmade, the beauty of tradition.
• •From Kashmir, With Love. To You, With Pride. Our artisans pour their hearts into every stitch, every carving, every weave. Zaina by Ctok brings you contemporary designs rooted in ancient heritage.
• •Elegance Redefined. Craftsmanship Revered. Elevate your space with Zaina by Ctok's curated collection of Kashmiri handicrafts. Where modern aesthetics meet the enduring spirit of artisanal skill.
• •Beyond the Ordinary. Beyond Compare. Zaina by Ctok invites you to explore the unique beauty of authentic Kashmiri pashminas, home décor, and more – each piece a testament to the artisan's dedication and Kashmir's rich cultural tapestry.