Brand Tone

Elegant, Artisanal, and Evocative

Brand Values

• •Heritage & Authenticity
• •Craftsmanship & Quality
• •Femininity & Elegance
• •Connection to Nature
• •Exclusivity

Best Practices

• •Lead with the Narrative: Always connect the product back to the core story of heritage, nature, and the designer's inspiration. Every piece has a "why" beyond its function.
• •Use Sensory and Evocative Language: Use words that appeal to sight, touch, and emotion. Describe the "fluidity" of a fabric, the "vibrancy" of a print, or the "elegance" of a silhouette to create a richer experience for the customer.
• •Emphasize Craftsmanship and Exclusivity: Consistently mention the hand-made details, the work of artisans, and the exclusivity of the prints. This justifies the premium quality and price point of the brand.
• •Maintain a Refined Vocabulary: Avoid overly casual language, clichés, or hard-sell tactics. The voice should remain sophisticated, personal, and confident, mirroring the elegance of the clothing itself.
• •Champion the Muse: Center the narrative around celebrating and empowering the "Latina woman" or women with a refined, artistic taste. This creates a strong emotional connection and a clear target audience.

Social Perception

The brand is perceived as a high-quality, designer label with a unique and artistic aesthetic. Customers who purchase from retailers like Anthropologie see the clothing as special occasion or vacation wear that stands out. Within the fashion community, it is recognized as a legitimate Latin American designer brand with a growing presence, showcased at industry events like Fashion Week Panamá. The operational model, which includes a "Made to order" system and fair wages for its team, also contributes to a positive perception of social responsibility.

Copy Examples

• •Woven with Memory. The soul of the Latin countryside, reimagined in every silhouette.
• •Zunilda Gutierrez is more than a label; it is a story told in thread and color. Born from the childhood memories of Panamanian designer Zunilda Gutiérrez, each collection is a tribute to the rustic elegance of rural life—a heritage of craftsmanship and natural beauty, designed for the modern woman.
• •Introducing the Iris Skirt. A cascade of vibrant, exclusive prints inspired by wildflowers found along countryside paths. Tailored from fluid rayon that moves with grace, this piece features hand-finished details by our artisans, making it not just a garment, but a wearable piece of art.
• •New Arrivals: Stories from the Homeland, Ready to be Worn.
• •From our workshop in Colombia, with heart. Every stitch on our Peristeria bikini is a testament to ancestral skill, a detail that brings our heritage to life. This is the art of Zunilda Gutierrez. #MadeInLatinAmerica #HandmadeLuxury #ArtisanalFashion