Brand Tone

Sophisticated femininity and effortless elegance; romantic, whimsical, and aspirational. Evokes a "vacation mindset" and caters to confident, smart working women with a balance of brightness and a touch of sexiness.

Brand Values

• •Craftsmanship and Quality
• •Effortless & Timeless Style
• •Femininity and Sensuality
• •Authenticity and Passion
• •Sustainability and Ethical Sourcing

Best Practices

• •Develop a Brand Voice Lexicon: Create a list of "on-brand" words (e.g., effortless, elegance, romantic, sensual, whimsical, craft, timeless) and "off-brand" words to guide all copywriters. This ensures that the core romantic and sophisticated tone is maintained.
• •Storytelling is Key: Weave the brand's origin story and the founder's passion into the copy whenever appropriate. Phrases like "Born from a search for the perfect tee" or "A passion project turned..." reinforce the brand's authenticity.
• •Focus on the "Feeling," Not Just the "Features": While mentioning materials and fit is important, the copy should prioritize describing the feeling the garment evokes Gconfidence, relaxation, romance, a "vacation mindset". Use sensory language to transport the customer.
• •Maintain a Consistent Visual and Textual Language: Ensure that the tone of the copy is perfectly mirrored in the brand's photography and visual presentation. The soft, elegant, and often sun-kissed imagery on the website and Instagram should be a direct visual translation of the romantic and effortless copy.
• •Educate on Craftsmanship: To reinforce the value of craftsmanship, create content that highlights the details Gthe story behind a specific lace pattern, the process of using natural dyes, or the skill of the artisans. This elevates the perception of quality and justifies the premium positioning.

Social Perception

Janesuda Collection is perceived as a high-end, sophisticated Thai fashion brand with a romantic and bohemian aesthetic. It is recognized for its unique designs that blend comfort with elegance, distinct Thai craftsmanship (especially intricate lacework), and luxury packaging. The brand's credibility and visibility are significantly enhanced by its founder, Janesuda Parnto, being a well-known actress. It is seen as a brand for modern, stylish women who appreciate quality, craftsmanship, and a touch of romantic, free-spirited elegance.

Copy Examples

• •Embrace the enchantment of the everyday. Our new collection is a love letter to the whimsical woman within, crafted with delicate lace and a spirit of effortless grace. Discover the romance. #JanesudaCollection #EffortlessElegance #FeminineSpirit
• •The Art of Effortless Style. Crafted from passion, designed for the modern woman. Explore pieces that blend timeless comfort with romantic sensibility.
• •Whispers of elegance define our Signature Silk Blouse. Cut from the finest mulberry silk that feels like a second skin, this piece is designed for sensuous comfort and timeless appeal. Featuring delicate mother-of-pearl buttons and a fluid silhouette, it transitions seamlessly from a sun-drenched afternoon to an enchanted evening. A wardrobe staple that celebrates the art of refined femininity.
• •Subject: Just Landed: Your Vacation Mindset Awaits. Preview Text: Effortless silhouettes, intricate details, and the spirit of endless summer are woven into our new arrivals.
• •Headline: More Than Clothing, It's a Feeling. Body: Janesuda Collection was born from a desire to create pieces that feel as beautiful as they look. For the confident, free-spirited woman who finds elegance in simplicity. Experience the magic of Thai craftsmanship and effortless style. Shop the collection.