Brand Tone

Conscious & Purpose-Driven, Authentic & Transparent, Passionate & Story-driven, Understated & Timeless, Informative & Educational, Slightly Edgy & Innovative

Brand Values

• •Sustainability
• •Ethical Production & Fair Trade
• •Craftsmanship & Quality
• •Conscious Consumption
• •Circularity & Zero Waste
• •Social Equity & Empowerment
• •Transparency
• •Innovation

Best Practices

• •Lead with Purpose: Always connect the product back to the core values of sustainability, ethical production, and conscious consumption. Let the "why" shine through.
• •Tell the Story: Use storytelling to highlight the journey of the materials (e.g., "from highway to handbag") and the impact on artisans' lives. This builds emotional connection and reinforces authenticity.
• •Use Transparent & Honest Language: Be open about the materials used (even if unconventional like "rescued car seat belts") and the production process. Avoid greenwashing; be specific about impact.
• •Maintain a Confident & Passionate Voice: Convey genuine enthusiasm for the mission of upcycling and creating positive change. The tone should be inspiring and hopeful, not preachy.
• •Emphasize Quality & Durability Alongside Ethics: While the ethical angle is crucial, remind customers that they are also getting a high-quality, durable, and stylish product designed for longevity. This appeals to both their values and their practical needs.

Social Perception

Positive & Respected, Innovative & Unique, High Quality & Durable, Purpose-Driven Purchase, Growing Recognition

Copy Examples

• •Headline: Beyond the Bag: Wear Your Values. Body: Each Jaggery piece is a story of transformation – from discarded seatbelt to your trusted companion. Crafted with purpose, designed for life. Choose a bag that carries more than just your essentials; it carries a commitment to a better world. #JaggeryBags #ConsciouslyCrafted #SustainableStyle
• •Headline: Built to Journey. Made to Last. Destined for Good. Body: We believe in timeless design and enduring quality. Our bags aren't just accessories; they're testaments to the power of upcycling and ethical craftsmanship. Discover the Jaggery difference – where waste finds new worth, and style meets substance. #EthicalFashion #Upcycled #JaggeryStory
• •Headline: This Bag Used To Be A Car. (Sort Of.) Body: We rescue materials like car seatbelts and cargo lashing belts, giving them a bold new life as your next favorite bag. It’s innovation you can carry, sustainability you can feel. Join our 'Bagtivism' movement. #MadeFromWaste #CircularEconomy #UniqueDesign
• •Headline: More Than Just a Purchase, It's a Partnership. Body: When you choose Jaggery, you empower artisans, divert waste from landfills, and support a circular future. We're transparent about our impact because you're part of our journey. Explore the hands and hearts behind your bag. #ArtisanMade #SocialImpact #JaggeryCommunity
• •Headline: Style That Speaks Volumes. Quietly. Body: Jaggery offers understated elegance for the conscious individual. Our designs are timeless, our materials reclaimed, and our commitment to the planet unwavering. Make a statement without saying a word. #TimelessDesign #EcoChic #SustainableLuxury