Brand Tone

Empathetic, Supportive, and Uplifting.

Brand Values

• •Empowerment
• •Self-Care & Wellness
• •Community & Connection
• •Destigmatization
• •Authenticity

Best Practices

• •Lead with Empathy, Close with Empowerment: Always start by acknowledging the user's potential emotional state (feeling lost, sad, overwhelmed) but ensure the message pivots to one of hope, strength, and positive action. This mirrors the brand's core journey from healing to empowerment.
• •Use "Sisterhood" and "Community" Language: Employ collective and inclusive pronouns like "we," "us," and "sisterhood." Frame the brand as a shared space and a supportive community. Refer to customers as part of a movement, not just as consumers.
• •Frame Products as "Tools" and "Aids": Instead of just selling items, position them as "therapy aids," "support tools," or "rituals." This reinforces the brand's value proposition of being expert-backed and purposeful, elevating it beyond a simple gift box.
• •Focus on the "Next Chapter" Narrative: Consistently use metaphors of new beginnings, new chapters, and writing one's own story. This is the central, optimistic theme of the brand and should be woven into all communications, from social media hashtags to product names.
• •Maintain the Founder's Authentic Voice: Periodically reference the founder's story and professional expertise. Phrases like "Founded by a therapist" or "Born from a real-life journey" anchor the brand in authenticity and build trust. The tone should always feel like advice from a wise, caring, and experienced friend.

Social Perception

The public and customer perception of DEAR JOHN THE BOX is overwhelmingly positive, centered on its unique mission and thoughtful execution. Innovative and Needed: Media outlets like Essence and FEMI MAGAZINE highlight the brand as an innovative and much-needed resource, often referring to it as the "first" black-owned post-divorce subscription box. This positions the brand as a pioneer in its niche. Grounded in Expertise: The founder's background as a licensed therapist is frequently mentioned, adding a layer of trust and professional credibility to the brand's offerings. Customers are not just buying products, but tools recommended by an expert. Thoughtful and Fun Gifting: Customer testimonials praise the boxes as a "perfect gift" and appreciate the combination of fun items (like meal kits) with meaningful pieces (like jewelry with encouraging messages). Empowering Mission: The concept of the post-breakup registry is seen as a "breakthrough opportunity" that helps women articulate their needs and gain support. The narrative is not about loss, but about envisioning a "successful new beginning."

Copy Examples

• •Headline: Your next chapter is not about moving on. It's about moving *through*—with grace, with joy, and with your crown still on. Our Next Chapter Journal is here to help you write the story. #DearJohnTheBox #WriteYourNextChapter #SelfLoveJourney
• •Headline: A breakup is the end of a story, not YOUR story. The Dear John Box is more than self-care; it's a support system, delivered. Founded by a therapist to help you heal, laugh, and reclaim your joy. Tap to see what's inside this season's box.
• •Headline: You register for weddings and babies. Why not for your new beginning? Sub-headline: Our Post-Breakup Registry helps you rebuild your life with intention. Create your wish list and let your community support you as you start your next, best chapter.
• •Subject: A love letter to yourself...
• •Title: The "Cheers to Me" Mocktail Kit Body: Who says you need a reason to celebrate? Raise a glass to your strength, your resilience, and the amazing future you're building. This kit has everything you need to mix up some joy, on your own terms. Because you are always worth toasting.