Tono de Marca

Empathetic and Inspiring; Authentic and Heartfelt; Purpose-Driven and Empowering; Communal and Welcoming

Valores de Marca

• •Empowerment
• •Social Impact
• •Craftsmanship and Heritage
• •Community
• •Sustainability and Ethics

Mejores Prácticas

• •Lead with the Mission: Always connect the product back to the purpose. Start with the story of empowerment or the impact of the purchase before diving into product features. This reinforces the primary reason customers choose NEOCOCO.
• •Spotlight the Artisan: Regularly feature the women behind the products. Use their stories (with full consent and collaboration) to build a powerful, human connection that transcends the product itself.
• •Use Empowering Language: Frame the narrative around strength, resilience, and skill—not charity. The women are talented artisans and partners in the enterprise. The copy should reflect this dignity.
• •Educate the Customer: Briefly explain the value of hand craftsmanship. Mentioning the time, skill, and cultural heritage embedded in the embroidery elevates the product's perceived value and justifies its price point.
• •Be Transparent About Impact: Clearly communicate how a purchase translates into real-world support, whether it's funding language classes, childcare, or micro-grants for new businesses. This makes the brand's impact tangible and builds customer trust and loyalty.

Percepción Social

The public perception of NEOCOCO is overwhelmingly positive, with high praise for its social mission, appreciation for product quality, and the 'feel-good' aspect of purchases. Minor feedback notes product sizing.

Ejemplos de Copy

• •Meet Bella. Her hands, full of grace and skill, bring our crochet designs to life. A talented artist introduced to us by the International Rescue Committee, Bella's entrepreneurial spirit shines brightly. Through the Neococo Empowerment Program, she’s not just refining her craft—she’s building her confidence and moving toward her dream of owning a small business. Every piece she creates is a testament to her strength. #EmpowermentInEveryStitch #NeococoTribe
• •More Than a Sweater: Your New Favorite Story is Here.
• •This isn't just a t-shirt. It's a canvas for her story. Hand-stitched with precision and heart by a woman rebuilding her life in Los Angeles, this piece carries the strength and resilience of its maker. Made from 100% organic cotton for a soft touch and comfortable fit, its unique embroidery makes it a wearable piece of art. Wear it proudly, knowing your purchase provides dignity, opportunity, and a voice.
• •Crafted by Hands, Woven with Stories. Shop the collection and empower a dream.
• •Tired of fast fashion? Choose fashion that gives back. NEOCOCO is a women-led collective empowering refugee artisans through the art of hand embroidery. Each purchase supports fair wages, skill training, and a new beginning. Join our mission. Shop with impact. #EthicalFashion #SocialImpact