Brand Tone

Elegant & Sophisticated, Artistic & Story-driven, Conscious & Principled, Passionate & Expressive

Brand Values

• •Sustainability and Environmental Responsibility
• •Originality and Artistry
• •Quality and Craftsmanship
• •Heritage and Innovation
• •Emotional Connection

Best Practices

• •Lead with the "Why": Always connect the product back to a core value. Don't just say "silky scarf"; say "A silky scarf that tells the story of..." or "Elegance crafted sustainably...".
• •Use an Artistic & Sensory Vocabulary: Incorporate words like woven, crafted, story, inspiration, harmony, fluid, touch, luminous, vibrant, whisper, and embrace to evoke the brand's elegant and artistic feel.
• •Tell the Story Behind the Design: Use every product as a storytelling opportunity. Explain the inspiration—be it a city, a flower, or a feeling. This transforms a commodity into a unique piece of art and justifies its value.
• •Educate Subtly about Sustainability: Reinforce the brand’s eco-credentials in a confident, straightforward manner. Mentioning "GRS-certified recycled fibers" adds credibility and speaks to an informed customer base that values transparency.
• •Maintain a Consistent Voice Across Platforms: The elegant, story-driven tone should be consistent, whether in a detailed product description, a short Instagram caption, or customer service communication. This builds a strong, recognizable brand identity.

Social Perception

A Premium, High-Quality Niche Brand; Authentic and Trustworthy; Aspirational yet Accessible; Female-Oriented

Copy Examples

• •Woven from stories and sustainable silk. Our GRS-certified scarves are crafted not just to be worn, but to be felt. Each thread connects artistry with responsibility, creating a piece of timeless elegance you can feel good about. #JardinDesFontaines #WearableArt #SustainableLuxury
• •More than a scarf, this is a wearable sonnet. Inspired by the timeless tales of love and beauty, the 'Venus Garden of Love' scarf blends delicate florals with a fluid, silky touch. Crafted from eco-friendly materials, it’s a tribute to nature, art, and the love stories we live every day. Let it be a soft reminder that true beauty is both seen and felt.
• •Subject: Art, Heritage, and a Touch of Silk | Discover Our New Collection
• •Headline: Fashion That Honors the Future. Body: At JARDIN DES FONTAINES, we believe elegance and ethics go hand-in-hand. Our scarves are designed in Hong Kong and consciously crafted from GRS-certified recycled fibers for a lower carbon footprint. Choose a style that tells a beautiful story—about you, and about our planet. Shop the collection.
• •JARDIN DES FONTAINES was born from a philosophy: 'art enlivens life, life enriches art'. As a Hong Kong original design brand, we bridge the gap between heritage and innovation, East and West. Our mission is to create beautiful, sustainable pieces that carry a story and inspire you to express yours.