Brand Tone

Warm & Caring, Passionate & Enthusiastic, Informative & Helpful, Personal & Approachable, Conscious & Purpose-Driven

Brand Values

• •Sustainability
• •Natural Materials
• •Handmade & Quality Craftsmanship
• •Child-Centric Comfort & Practicality
• •Gender Neutrality
• •Resourcefulness & Creativity
• •Transparency & Education

Best Practices

• •Always Lead with Values: Ensure that the core values of sustainability, natural materials, and child-centric comfort are woven into all communications. Every piece of copy should echo the 'why' behind the brand.
• •Use Warm, Empathetic Language: Address parents directly with understanding and care. Use words that evoke comfort, softness, love, and well-being (e.g., 'cozy,' 'gentle,' 'nurturing,' 'lovingly handmade').
• •Maintain a Personal Touch: Remind the audience that there's a real person and a genuine passion behind the brand. Share snippets of the founder's story or the making process to build connection and trust.
• •Educate Gently: Provide helpful information about the benefits of wool, the upcycling process, or garment care in an accessible and friendly way, not in a preachy or overly technical manner. Position the brand as a helpful guide.
• •Be Authentic and Consistent: Whether it's a social media post, product description, or email newsletter, the tone should always feel authentically 'Jawoll Baby.' Avoid jargon or marketing speak that doesn't align with the brand's heartfelt and conscious identity. Ensure visual branding complements this tone.

Social Perception

Highly Positive, Ethical & Trustworthy, Innovative & Unique, Community-Oriented, Supportive of Small Business

Copy Examples

• •Headline: Wrap Your Little One in Rescued Warmth. Discover Jawoll Baby. Body: Every stitch tells a story of sustainability. Our cozy, upcycled woolens are lovingly handmade in Berlin from rescued sweaters, because we believe in a gentler world for our babies and the planet. Soft, natural, and made with all our heart.
• •Headline: Jawoll! Sustainable Style That Grows with Them. Body: From precious first moments to playful toddler adventures, our clever, gender-neutral designs are made to last. Crafted from the softest upcycled wool, Jawoll Baby pieces are kind to sensitive skin and our Earth. Let's save the world, one cozy outfit at a time!
• •Headline: More Than Just Clothes – It’s a Promise. Body: We’re Janine, and Jawoll Baby is my passion. Born from a desire to dress my own daughter sustainably, we now transform would-be-waste into beautiful, durable babywear. Learn our story and join our journey towards a kinder way of dressing our little ones.
• •Headline: The Secret to Happy Skin? Pure, Upcycled Wool. Body: Did you know wool is naturally breathable, temperature-regulating, and oh-so-gentle? At Jawoll Baby, we rescue this incredible fiber to create clothes that keep your baby comfortable, year-round. Naturally better, lovingly remade.
• •Headline: Little Clothes, Big Impact. Choose Upcycled with Jawoll Baby. Body: Each Jawoll Baby piece means one less sweater in landfill and more cozy comfort for your child. Handcrafted with love in Berlin, our collection is proof that sustainable can be beautiful, practical, and full of joy.