Brand Tone

Rebellious, exclusive, and artisanal. It blends a raw, edgy attitude with the sophistication of handcrafted quality, projecting a non-conformist, bold personality appealing to unique self-expression.

Brand Values

• •Craftsmanship and Quality: Emphasizes handmade pieces, high-grade materials like 950 silver and gold.
• •Exclusivity and Uniqueness: Made-to-order approach ensures each piece is unique and not mass-produced.
• •National Pride and Social Responsibility: Promotes 'Hecho en Colombia' and focuses on creating local job opportunities.
• •Authenticity and Passion: Describes the workshop as a heart full of passion, forging creations with deep dedication.

Best Practices

• •Embrace the 'Artisanal-Rebel' Lexicon: Consistently use words that blend craftsmanship with attitude, such as 'forge', 'handcrafted', 'brutal', 'rebellion', 'unique', and 'liberate' across all platforms.
• •Tell the Workshop's Story: Always tie products back to their origin by mentioning the Medellín workshop, the handmade process, and the passion of the artisans to reinforce authenticity and justify exclusivity.
• •Use Confident and Direct Language: Employ short, impactful, declarative sentences. Avoid passive or hesitant phrasing to mirror the target customer's self-assuredness.
• •Create a Sense of Community: Continuously use the term 'Army' to refer to customers, building a tribe-like community that fosters loyalty and makes customers feel part of an exclusive group.
• •Be Bold in Visuals and Naming: Ensure product and collection names reflect the edgy, non-conformist attitude, and align the visual identity with raw, high-contrast, authentic imagery.

Social Perception

The general perception is highly positive regarding product design and quality, with customers using enthusiastic language. Unique designs and perceived quality are recurring themes. However, there are operational weaknesses concerning delivery times. The brand fosters a sense of belonging by referring to customers as the 'Army'.

Copy Examples

• •Your style is your own. Your jewelry should be too. From our workshop in Medellín, we handcraft pieces in 950 silver that are as unique as you are. This isn't mass-produced. This is flames army®.
• •Forged from solid 950 silver, the Kraks ring is a tribute to the beauty in the breakage. Each line is carved by hand in our Colombian workshop, ensuring no two pieces are ever the same. A symbol of strength and resilience. Wear your story.
• •flames army® was born from fire and passion in the heart of Medellín. We are not a factory; we are a 'Taller Artesanal' where modern rebellion meets traditional craftsmanship. Every piece is made to order, for individuals who refuse to be ordinary. Join the Army.
• •Rules are for breaking. Norms are for challenging. Our latest collection is handcrafted for the rebels, the trailblazers, and the ones who write their own story. Made with pure 950 silver, because your conviction should last forever.
• •True style waits for no one. That piece you were looking at is waiting to be forged. Remember, every item is handmade and one-of-a-kind. Don't let your unique piece slip away.