Brand Tone

Proud & Heritage-Driven, Elegant & Timeless, Respectful & Authentic, Community-Oriented, Inspirational & Evocative

Brand Values

• •Cultural Heritage
• •Identity
• •Quality & Durability
• •Modernity & Tradition
• •Authenticity
• •Storytelling

Best Practices

• •Always Circle Back to "Why": Before writing, remind yourself of Zartnir's core mission – connecting the diaspora to Armenian heritage through fashion. Every word should resonate with this purpose.
• •Use "Heritage" Keywords Authentically: Incorporate terms like "heritage," "roots," "identity," "tradition," "Armenian," and "story," but ensure they are used meaningfully and not just as buzzwords. Connect them to specific design elements, inspirations, or the feeling the garment evokes.
• •Balance Pride with Elegance: The tone is proud but also sophisticated. Avoid overly casual slang or language that might diminish the perceived quality and cultural significance of the items. Strive for evocative and respectful language.
• •Speak to the "Proud Wearer": Address the customer as someone who values their identity and wants to express it. Use empowering language that makes them feel seen and understood (e.g., "Express your identity with pride," "Designed for those who proudly wear their roots").
• •Maintain a Narrative Voice: Consistently use the "Wear Your Story" and "A garment, a history, a pride" angles. Encourage customers to see the clothing as more than an item, but as a piece of a larger narrative – their own and that of the Armenian culture.

Social Perception

Positive & Appreciative, Culturally Significant, Stylish & Modern

Copy Examples

• •Zartnir: Wear Your Heritage. Define Your Story. Body: More than fabric and thread. Each Zartnir piece is a whisper of Armenia, a bold statement of who you are. Crafted with pride, designed for today. Discover the collection.
• •Awaken your roots. Our latest design blends timeless Armenian symbolism with modern elegance. Feel the history, embrace your identity. #Zartnir #ArmenianHeritage #WearYourStory
• •The [New Product Name] – Inspired by ancient Armenian motifs, reimagined for the proud, contemporary spirit. Ethically crafted, designed to carry your story forward.
• •Email Subject Line: Zartnir: A Thread Connecting You to Armenia. Body: In a world that's always changing, some connections remain timeless. Zartnir invites you to explore a collection that celebrates the enduring spirit and rich culture of Armenia. Find pieces that speak to your soul.
• •TikTok Video Concept Teaser (Text Overlay): Frame 1: Roots Run Deep. Frame 2: Style Speaks Volumes. Frame 3: Zartnir. Frame 4: Your Heritage. Reimagined. (Audio: Traditional Armenian music blended with a modern beat)