Brand Tone

sophisticated, elegant, and timeless

Brand Values

• •Timeless Design & Quality
• •Functionality & Practicality
• •Ethical Considerations & Sustainability
• •Craftsmanship & Attention to Detail
• •Accessible Luxury

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document the core characteristics of the brand's voice (e.g., sophisticated, elegant, confident, understated, modern classic) with examples of "do's and don'ts." This should be the foundation for all copy.
• •Use Refined and Evocative Language: Opt for descriptive adjectives that convey quality and sophistication (e.g., "exquisite," "meticulous," "sumptuous," "serene," "understated") rather than overly casual or trendy slang. Focus on the sensory experience and the lasting value of the products.
• •Emphasize Timelessness and Quality over Fleeting Trends: While acknowledging modernity, the copy should consistently highlight the enduring nature of the designs, the quality of materials, and the craftsmanship involved, reinforcing the idea of pieces built to last.
• •Maintain Consistency Across All Channels: Ensure the tone is consistent from website product descriptions and "About Us" pages to social media captions (adjusting for platform nuances without losing the core elegance), email marketing, and customer service interactions.
• •Tell the Story of Design and Craftsmanship: Briefly allude to the design process, the careful selection of materials, or the heritage of Jasper Conran. This adds depth and reinforces the value proposition beyond just the physical product, connecting with customers who appreciate artistry and thoughtful creation.

Social Perception

sophisticated, high-quality, and blending classic style with modern sensibilities

Copy Examples

• •(Womenswear - Dress): "Elevate your everyday with the [Dress Name]. Crafted from premium [Fabric Type], its fluid silhouette and considered details offer timeless elegance and effortless modern style. A piece designed not just for a season, but for a lifetime of refined dressing."
• •(Handbag): "Introducing the [Bag Name] tote: where impeccable craftsmanship meets contemporary design. Luxurious [Material, e.g., supple leather] and thoughtfully organized interiors ensure this will be your sophisticated companion for every occasion. Enduring style, beautifully made."
• •(Homeware - Bedding): "Transform your sanctuary with the Jasper Conran London [Bedding Range Name]. Woven from the finest [Material, e.g., pure Egyptian cotton] for an exquisitely soft touch, its subtle textures and serene palette create an atmosphere of understated luxury and tranquil repose."
• •(Accessory - Scarf): "Drape yourself in the art of quiet distinction. Our [Scarf Name], rendered in pure [Material, e.g., silk or fine wool], features an exclusive Jasper Conran print – a timeless expression of colour and form to elevate any ensemble."
• •(Brand - General): "Jasper Conran London. We believe in the enduring power of beautiful design and exceptional quality. Each piece is thoughtfully created to bring a touch of timeless sophistication to your life, merging contemporary needs with a classic aesthetic."