Brand Tone

inspirational, sincere, and supportive

Brand Values

• •Purpose and Legacy
• •Mental Health Advocacy
• •Self-Love
• •Quality and Style
• •Community and Connection

Best Practices

• •Lead with Purpose: Always circle back to the 'why.' Whether for a product description or a social media post, infuse the brand's core mission of mental health advocacy and self-love into the message.
• •Use Empathetic and Inclusive Language: The tone should always be supportive and understanding. Use 'we' and 'our community' to foster a sense of togetherness. Avoid jargon and speak from the heart.
• •Incorporate the Brand Story Naturally: The story of Asim and Amari is the brand's foundation. Reference it where appropriate, such as in 'About Us' sections, special campaigns, or on product tags, to maintain authenticity. For example, the signature green label is a tribute to Zakiyy.
• •Balance Inspiration with Product: While the message is paramount, it's also a business. Seamlessly connect the inspirational content to the products, positioning them as tangible symbols of the brand's values. The products are the tools for spreading the message.
• •Maintain Visual and Textual Consistency: Use a consistent color palette (especially the signature green), font style, and logo placement across all platforms. The voice in the copy—sincere, hopeful, and empowering—should be just as recognizable as the visual branding.

Social Perception

authentic and purpose-driven

Copy Examples

• •Style is what you wear. Purpose is how you wear it. Our 'Protector of Love' tee is more than just a piece of clothing; it's a promise to yourself and a message to the world. Protect your peace. Radiate love. #AsimAmari #ProtectorOfLove #MentalHealthAwareness
• •Light a flame for self-care. Introducing our new line of therapeutic candles, crafted to bring tranquility to your space. Because protecting your energy starts in your home. #AsimAmari #SelfCareSundayz
• •A Reminder: You Are Enough In a world full of noise, we wanted to send a simple truth to your inbox: You are enough. Exactly as you are. Our collections are designed to be a daily reminder of your strength and worth. Wear it as your armor. #AsimAmari #IAmEnough
• •Your mental health is a journey, not a destination. What's one small thing you've done to protect your love for yourself today? Share with us. Let's inspire each other. #MentalHealthMondayz #AsimAmariCommunity
• •Woven with Style, Love, and Purpose. This isn't just a hoodie; it's a statement. Made from premium, soft-touch cotton, it’s designed for comfort and built to last. Every thread tells a story of strength, a tribute to legacy, and a commitment to self-love. Wear the message. Join the movement.