Brand Tone

Elegant, sophisticated, and high-quality, balancing luxury and exclusivity with heritage and craftsmanship, and an aspirational feel.

Brand Values

• •Quality and Craftsmanship
• •Innovation and Design
• •Heritage and National Pride
• •Perseverance and Entrepreneurship
• •Social Responsibility and Sustainability

Best Practices

• •Emphasize Heritage and Craftsmanship: Always connect the product back to the story of its creation. Use terms like "handcrafted," "artisanal," "legacy," and "master artisans" to reinforce the brand's commitment to quality.
• •Use an Elegant and Aspirational Tone: The language should be sophisticated and inspiring. Focus on the feeling and status the products bring to the customer, using words like "elegance," "sophistication," "exclusivity," and "style."
• •Incorporate the "Why" of the Brand: Weave the founder's story of perseverance and the brand's Colombian pride into the narrative. This adds an emotional layer that differentiates Mario Hernández from other luxury brands.
• •Highlight Innovation and Unique Design: Showcase what makes the products special, such as the iconic butterfly motif or the use of novel materials. Position the brand as a leader in design, not just a follower of trends.
• •Maintain Visual and Thematic Consistency: Ensure that the copy aligns with the brand's visual identity—the blue and gold, the clean aesthetics—and its core themes of luxury, nature, and Colombian culture. This creates a cohesive and recognizable brand experience across all platforms.

Social Perception

Perceived as a prestigious, high-quality, and well-regarded Colombian luxury brand. It's recognized for its craftsmanship and design, targeting a medium to high socioeconomic demographic, while actively engaging with younger generations.

Copy Examples

• •The Art of Legacy. The Touch of a Master. Each Mario Hernández piece is more than an accessory; it's a chapter in a story of tradition and excellence. Meticulously handcrafted by our master artisans, our new collection blends timeless design with contemporary elegance. Discover the feeling of true Colombian luxury.
• •Inspired by Nature. Crafted for the Unforgettable. Introducing the 'Mariposas' collection. A tribute to the vibrant spirit of Colombia, each piece captures the delicate beauty of the butterfly. Carry a work of art that tells a story of transformation and grace.
• •For the Architect of a Dream. Your journey is unique. Your ambition, unparalleled. The Mario Hernández briefcase is designed for the modern professional who commands respect and values substance. Crafted from the finest leathers, it’s not just a bag—it’s a statement.
• •Elegance in Every Step. Redefine your style from the ground up. Our latest footwear collection combines sophisticated design with unparalleled comfort. Handcrafted with precision, these shoes are made to accompany you on every path to success.
• •A Gift That Tells a Story. Some moments are meant to last forever. For those who have been part of your story, a gift from Mario Hernández is a timeless expression of gratitude. Discover exclusive details that create eternal memories.