Brand Tone

inspirational, authentic, and empathetic

Brand Values

• •Hope
• •Resilience
• •Well-being
• •Community

Best Practices

• •Always Lead with Empathy: All communication should start from a place of understanding and compassion. Acknowledge the audience's potential struggles and offer genuine support, not just a product.
• •Tell Authentic Stories: Continue to share the founding story and the values it represents. Use testimonials and community stories that reflect the brand's core message of resilience and hope.
• •Maintain an Inspirational, Not a Pitying, Tone: The brand's voice should be uplifting. The goal is to empower and inspire, focusing on strength and positivity rather than sadness. The founder's story should be framed as a source of strength.
• •Integrate the Two Brands Seamlessly: Continue to cross-promote "I Hope" and "La Ruta Saludable." This reinforces the holistic value proposition: that hope is sustained by a healthy lifestyle in both body and mind.
• •Use "You" and "We" to Foster Community: Write copy that speaks directly to the reader ("you") while also using inclusive language ("we," "our community") to reinforce the sense of a shared journey and collective support.

Social Perception

The public perceives the "I Hope" and "La Ruta Saludable" brands as a legacy of their founder's spirit, a source of inspiration, authentic, trustworthy, and a symbol of strength.

Copy Examples

• •Headline: Hope is the light that guides us in the dark. Body: More than a piece of jewelry, it's a reminder to carry with you. A reminder that even on the cloudiest days, there is a force within you that is resilient and full of light. This was Juanita's message, and it's the legacy we share with you. #HopeAlways
• •Headline: Light a candle, ignite a hope. Body: In the quiet moments, when you need a little peace, our new candle is here to accompany you. With a soft scent of lavender and vanilla, it's designed to create a space of calm and reflection. Because taking care of our inner peace is also part of the healthy path. #IHope #LaRutaSaludable
• •Headline: Our story is a story of hope. Body: I Hope was born from a personal journey, from the belief that even in the most difficult circumstances, hope can be our anchor. Founded by Juanita Lira, this brand is her legacy: a way to share the strength, resilience, and love for life that defined her. Each product is created with the intention of being a small piece of that hope for you.
• •On-screen text: "What is hope?" "A warm breakfast." "A hug." "Believing tomorrow will be better." "Finding joy in the small things." Caption: Hope is in everything we do. It's in how we nourish our body and our soul. What does hope mean to you today? #LaRutaSaludable #IHope
• •Subject: A little piece of hope, delivered to your door. Body Preview: A message for you. Discover the stories behind our new collection and how we continue to share a legacy of resilience and light.