Brand Tone

Empowering, supportive, and authentic. The tone is inclusive and direct, addressing the specific needs of the trans masculine and non-binary communities without clinical or detached terminology. It is practical and community-focused, reflecting a brand "by the community, for the community."

Brand Values

• •Inclusivity & Community
• •Accessibility
• •Ethical Production
• •Empowerment
• •Quality & Functionality

Best Practices

• •Prioritize Inclusive Language: Always use inclusive and affirming language (e.g., "folx," "trans masculine community," "non-binary individuals"). Avoid overly clinical or generic terms. The language should feel like it's coming from within the community.
• •Lead with the "Why": Center the copy around empowerment, confidence, and comfort—not just the product's features. The message is about enabling people to live more authentically.
• •Amplify Community Voices: Continue to feature user-generated content, testimonials, and reviews prominently. This reinforces authenticity and social proof, letting the community be the face of the brand.
• •Be Direct and Practical: When describing the product, be clear, straightforward, and honest. Provide simple instructions and explain the benefits in practical terms (e.g., "machine-washable," "works with any underwear," "stays in place during exercise").
• •Maintain Ethical Transparency: Regularly mention that the products are handmade by fairly paid LGBTQ+ people in Canada. This is a core value and a key differentiator that resonates with the target audience and builds brand loyalty.

Social Perception

GYJ is perceived as a trusted and essential brand within its niche, authentic and founded by and for trans people. It is seen as a game-changer that solves a real problem, offering a simple, comfortable, and discreet packing experience, further enhanced by its commitment to fair wages and community-based production.

Copy Examples

• •Freedom to be you, wherever the trail leads. Our pouches are designed for comfort and security, so you can focus on the adventure, not your gear. #GetYourJoey #FTM #TransAndThriving #PackAndGo #GenderAffirming
• •Finally. Packing That Fits Your Life. Stop choosing between comfort and confidence. The Joey Pouch pins securely to any underwear, giving you a natural look and feel all day long. From the office to the gym, we've got you covered. Handmade with pride in Canada by our community, for our community. Shop the collection now.
• •Your everyday solution for comfort and confidence. The Classic Joey is designed to work with most average-sized packers, featuring a secure O-ring and a soft, antimicrobial backing that stays fresh. Just pin it to your favorite boxers or briefs and forget it's there. It’s that simple to feel like you.
• •Ditch the harness. Feel the freedom.
• •Pack with Confidence. Live with Comfort. The simple, affordable packing pouch designed by and for the trans-masculine community.