Brand Tone

Aspirational, Community-Focused, and Polished.

Brand Values

• •Community & Local Pride
• •Quality & Craftsmanship
• •Connection & Commemoration
• •Purpose-Driven Commerce

Best Practices

• •Lead with "The Why": Always connect the product back to the core values of Toronto-centric pride and community. Whether selling a hoodie or a bracelet, the underlying message is that this purchase supports and celebrates the local community.
• •Use Elevated, Simple Language: The brand's tone is polished, not overly casual. Use clear, elegant, and concise language. Avoid slang (unless it’s hyper-local Toronto slang used intentionally) and maintain a professional yet warm voice.
• •Bridge the Two Brand Pillars: Create a more unified narrative between the lifestyle/apparel brand and the permanent jewelry service. Use social media to show people wearing IVIVI hoodies while getting permanent bracelets, reinforcing that it's all part of one cohesive, Toronto-proud lifestyle.
• •Emphasize the Experience, Not Just the Item: For permanent jewelry, focus marketing language on the commemorative act: "celebrate a milestone," "solidify a bond," "a shared experience." The jewelry is the beautiful result of a meaningful moment.
• •Be Transparent About Your Mission: Consistently mention that a portion of proceeds goes to local charities. This is a powerful differentiator and reinforces the brand's core identity. Feature this promise on product pages, in social bios, and in email footers.

Social Perception

The brand is perceived as a positive community actor, thanks to its well-documented charity work and partnerships. Through its founder, it is associated with the professionalism and high-quality customer experience of 416 Dentistry. The lifestyle apparel and original "#IVIVI" movement are seen as symbols of Toronto pride and multiculturalism. The current permanent jewelry service is likely perceived as a niche, luxury experience for those in the know.

Copy Examples

• •IVIVI TORONTO: Your Permanent Connection. Custom-fitted 14k gold chains, welded for forever. A seamless, lasting symbol of your story, right here in the 416. Book your experience.
• •Linked for life. ✨ Our 14k solid gold chains are more than just jewelry; they’re a shared memory, a quiet promise, a piece of Toronto you carry with you. Tag the person you’d get linked with. #IVIVIToronto #PermanentJewelry #TorontoStyle #FriendshipBracelets
• •Permanent Jewelry Toronto | IVIVI Custom-Fit 14k Gold Bracelets Book Your Private Appointment Get welded with IVIVI Toronto. Choose from sterling silver & solid gold chains for a timeless, clasp-free bracelet or anklet. Celebrate a moment. Support local.
• •Why IVIVI? It stands for 416—the heart and soul of Toronto. From our purpose-driven apparel to our permanent jewelry, every piece is a tribute to our city. A portion of every sale supports local charities, because our community is our foundation. Wear your pride. #IVIVI #TorontoProud #ShopLocalTO
• •Your upcoming permanent jewelry experience with IVIVI. We look forward to welcoming you to our studio. Your appointment is more than just getting a piece of jewelry; it's about creating a lasting memory. We use only the highest quality materials, custom-fitted and seamlessly welded just for you. Get ready for a unique Toronto experience.