Brand Tone

Sophisticated, Elegant, Aspirational yet Accessible, Confident, Understated, Mindful, Considered, Feminine

Brand Values

• •Timeless Design
• •Quality Craftsmanship
• •Effortless Elegance
• •Mindful Consumption/Slow Fashion
• •Modern Femininity
• •Subtle Detail

Best Practices

• •Develop a Brand Voice Guide: Document the core elements of JAKI's tone (Sophisticated, Elegant, Confident, Mindful, Feminine) with do's and don'ts and example phrases. This ensures anyone writing for the brand understands the desired voice.
• •Focus on "Show, Don't Just Tell": Instead of saying "high quality," describe the "finely spun cashmere" or "meticulous stitching." Let the details convey the quality and luxury.
• •Emphasize Benefits Beyond the Product: Connect with the customer's aspirations. How does wearing JAKI make them *feel*? (e.g., confident, elegant, put-together).
• •Maintain Consistency Across All Channels: The tone on Instagram should align with the website copy, email newsletters, and even customer service interactions. Regular audits can help maintain this.
• •Understand the Target Audience Deeply: Write for the sophisticated, discerning woman who appreciates quality, timeless style, and understated luxury. The language should resonate with her values and aspirations.

Social Perception

High-Quality & Luxurious (within its niche), Stylish & Chic, Investment Pieces, Trustworthy (for those familiar), Aspirational

Copy Examples

• •Product Description (Knitwear): Discover the art of everyday luxury with our signature merino wool sweater. Impeccably crafted for a soft embrace and a timeless silhouette, it's the piece you'll reach for season after season. Effortless style, redefined.
• •Social Media Post (New Collection): Introducing the Solstice Collection: where modern femininity meets enduring design. Explore pieces crafted to move with you, designed to be cherished. Elevate your everyday. #JAKI #TimelessElegance #NewCollection
• •Email Subject Line (Sale): An Invitation to Timeless Style | The JAKI Archive Sale
• •Website Banner (Brand Story): JAKI: Weaving timeless design with conscious craftsmanship. For the woman who values enduring style and quiet confidence.
• •Instagram Story (Styling Tip): From dawn to dusk: our classic silk blouse offers versatile elegance. Pair with tailored trousers for the office, or your favourite denim for a relaxed weekend. #JAKIstyle #VersatileChic