Brand Tone

sophisticated, confident, and slightly irreverent

Brand Values

• •Individuality and Self-Expression
• •Sustainability and Consciousness
• •Artisanal Craftsmanship
• •Timeless, Elevated Design
• •Comfort and Performance

Best Practices

• •Lead with the "Why": Always connect the product back to the core values. Don't just sell a shoe; sell sustainability, individuality, and a break from the mundane.
• •Use Confident & Direct Language: Employ strong, declarative sentences. Avoid passive voice and corporate jargon. Phrases like "Let's get one thing straight" establish a tone of authority and authenticity.
• •Tell the Story: Every piece of copy is an opportunity to tell the story of the brand's origin, the materials, or the craftsmanship. Narrative is a key part of the brand's appeal.
• •Balance Sophistication with a Hint of Rebellion: The copy should feel premium but not stuffy. Juxtapose elegant descriptions ("iconic, enduring silhouettes") with relatable, slightly edgy phrases ("torture chambers on the inside").
• •Speak Directly to the Customer's Identity: Address the customer as an intelligent, discerning individual who is tired of the norm. Use "you" and frame the product as a tool for their self-expression.

Social Perception

Currently shaped entirely by the brand itself, Ja Ja Genau is perceived as a niche, premium, and undiscovered brand for environmentally conscious, style-forward professionals who value quality and story over mainstream recognition. Its limited online presence suggests an exclusive company appealing to customers who are "in the know" and prefer discovering brands outside traditional advertising channels.

Copy Examples

• •The Status Quo is Dead. Your Shoes Shouldn't Be. Handcrafted footwear for the man who defines his own style. Discover the wool & tweed revolution.
• •We didn't reinvent the oxford. We liberated it. Wrapped in repurposed high-end wool and handcrafted in Spain, this is the classic dress shoe, finally made comfortable. Timeless form, unexpected character. Your wardrobe will thank you.
• •Founded by two expats in Basel who believe that luxury should be conscious and style should be individual. We craft our shoes from sustainable materials, because looking good shouldn't come at the expense of the planet. This isn't just a shoe, it's a statement. #JaJaGenau #SustainableStyle
• •Black and brown are done. It's time for something new.
• •You are not mass-produced. Neither are our shoes. Each pair of Ja Ja Genau shoes is handcrafted by artisans in Spain, ensuring no two are exactly alike. Ready to walk away from the ordinary? Tap to shop the collection.