Brand Tone

conscious, unifying, and proud

Brand Values

• •Unity and Diversity
• •Cultural Expression
• •Peace, Love, and Harmony
• •Authenticity and History
• •Positivity

Best Practices

• •Always Circle Back to Core Values: Every piece of copy, from a tweet to a product description, should connect back to the core values of Unity, Peace, Love, Harmony, and Cultural Expression.
• •Use the "Conscious" Lexicon: Regularly incorporate words like "conscious," "unity," "harmony," "peace," "love," "positive," "culture," and "roots" to reinforce the brand’s identity and mission.
• •Lead with "We" and "Our": Foster a sense of community by using inclusive language. Frame the brand as a collective movement that the customer is a part of ("Our venture," "We know," "Our community").
• •Integrate the Motto: Use the hashtag and phrase #OnlyTrueUnityIsTheKey frequently and consistently across all platforms to create a memorable and unifying brand call-sign.
• •Balance a Proud Tone with a Welcoming Spirit: While the copy should be proud and confident in its cultural message, it must also remain welcoming ("Greetings and welcome") to invite new people into the community, reflecting the value of diversity.

Social Perception

Jah Roots Wear is perceived as a niche, culturally-focused apparel company appealing to a specific audience interested in Rastafarian, reggae, and Afrocentric culture. It is community-oriented, fostering connection around shared values, and seen as authentic within its niche, though with limited broad mainstream visibility.

Copy Examples

• •Wear your story. Our new [T-Shirt Name] isn't just a design; it's a statement. Crafted with conscious energy and a message of unity. Embrace your heritage. #JahRootsWear #OnlyTrueUnityIsTheKey #RootsAndCulture #ConsciousApparel
• •More than just warmth, this hoodie is a symbol of strength, peace, and harmony. Featuring a vibrant, unique cultural design, it’s made for those who walk with a conscious vision. The soft, quality fabric ensures comfort while you express your true roots. Stand proud, stand united.
• •Peace, Love, and Harmony in Every Stitch. Since 1993, Jah Roots Wear has been about one thing: expressing international culture through conscious apparel. Our clothes carry a message. What’s yours? Join our community and discover clothing that speaks to your soul. #JahRootsWear #Unity
• •Greetings Family, In the spirit of peace and harmony, we're sharing a special offer. For a limited time, get 20% off all collections. It's the perfect time to add a piece of conscious art to your wardrobe or gift a message of unity to someone you love. Shop now and wear your values. One Love, The Jah Roots Wear Team.
• •What does 'Unity' mean to you? 👇 Sharing our favorite answers all day! #OnlyTrueUnityIsTheKey