Brand Tone

Elegant, Aspirational, and Rooted in Tradition

Brand Values

• •Quality
• •Craftsmanship
• •Heritage
• •Perseverance
• •Exclusivity
• •Honesty and Transparency

Best Practices

• •Always anchor the product in the brand's rich history. Use terms like "master artisans," "generations of skill," "handcrafted," and "tradition" to reinforce the value beyond the physical product.
• •The copy should mirror the luxury of the products. Use sophisticated, aspirational words such as "legacy," "timeless," "exclusive," "iconic," and "masterpiece" to elevate the brand's perception.
• •Weave the inspirational story of Mario Hernández's perseverance into the narrative. This humanizes the brand, creates an emotional connection, and reinforces the values of ambition and hard work.
• •Frame the products as investments rather than purchases. Emphasize that they are "lifetime companions" and "timeless pieces" that transcend fleeting trends, justifying the premium price point.
• •Celebrate the brand's Colombian origins and its contribution to the country's reputation while also positioning it as a competitor on the world stage. This dual perspective appeals to both local pride and international standards of luxury.

Social Perception

Prestigious, High-Quality, and a Symbol of Colombian Success

Copy Examples

• •More than a bag, it's a legacy. Each piece in our new collection is born from 45 years of tradition, handcrafted by master artisans who pour jejich passion into every stitch. Carry a story of Colombian excellence.
• •Elegance is the story you tell without words. Define your next chapter with a timeless design that accompanies your greatest ambitions. #MarioHernandez #ALifetimeOfStyle
• •Discover the art of perfection. Meticulously selected leathers and world-class craftsmanship unite to create exclusive pieces, designed not just for a season, but for a lifetime. Experience the Mario Hernández difference.
• •For the man who builds his own destiny. Our collection of leather accessories is designed for leaders, innovators, and dreamers. Functional, sophisticated, and built to last—just like your ambition.
• •From a small workshop to an international symbol of luxury. At Mario Hernández, we believe in the power of hard work, the beauty of masterful skill, and the pride of our Colombian roots. This isn't just our story; it's the story we share with you.