Brand Tone

friendly, fun, vibrant, and authentic

Brand Values

• •Quality and Longevity: Focus on high-quality natural fabrics designed to last and suit the Australian climate.
• •Unique and Joyful Design: Creating beautiful, bold prints, colors, and styles that make customers feel fabulous and evoke nostalgia. Their designs are often described as fun, fashionable, and collectable.
• •Collaboration and Community: Highlighting and supporting local artists through collaborations. They value the support of their customers and aim to give back.
• •Ethical and Sustainable Practices: Commitment to supply chain transparency, working with ethically and environmentally certified manufacturers, and using natural, biodegradable fibers. They also use eco-friendly packaging.
• •Authenticity and Passion: Founded by sisters with a genuine love for fashion, drawing inspiration from their personal experiences and Australian heritage. Their mantra is "work hard, be kind."
• •Customer Focus: Aiming to make customers of all ages feel fabulous and confident. They value customer support and maintain open communication.

Best Practices

• •Embrace Enthusiasm: Use positive, upbeat language. Don't be afraid to show excitement about new products, collaborations, or customer interactions. Think "stressful hoot" and "bee's knees" in terms of approachable charm.
• •Be Authentically Australian (and Local): Weave in references to Australian life, landscapes, and the brand's Brisbane roots where appropriate. Highlight collaborations with local artists.
• •Tell Your Story (and Theirs): Share the founders' journey, the inspiration behind designs, and the stories of collaborating artists. This builds connection and reinforces authenticity.
• •Keep it Friendly and Approachable: Write as if you're talking to a friend. Use contractions, ask questions, and engage directly with your audience. Avoid overly formal or corporate language.
• •Visually Match Your Words: Ensure your imagery (bright, colourful, often featuring relatable models in natural settings) aligns with the fun, vibrant, and down-to-earth tone of your copy. The visual and textual elements should reinforce each other.

Social Perception

Customers and the public generally perceive Jericho Road Clothing as a vibrant, unique, and ethical Australian brand. They are praised for their distinctive prints, quality natural fabrics, and comfortable, wearable designs. The brand has developed a "cult following." Collaborations with artists are well-received and add to their unique appeal. The female-owned, sister-run aspect adds a personal and relatable touch. There's an appreciation for their commitment to ethical production and sustainability. On social media, engagement appears positive, with customers expressing excitement for new collections and collaborations.

Copy Examples

• •Unleash your vibrant side! ✨ Our latest collection, blooming with Aussie-inspired prints and crafted from beautiful natural fibres, is here to make you feel fabulous. #JerichoRoadClothing #WearableArt #AustralianDesigned
• •Meet the dress that feels like sunshine ☀️. Designed with love in Brisbane and made to last, our [Dress Name] is all about joyful comfort and timeless style. Get ready for compliments! #EthicalFashion #NaturalFibres #FeelGoodFashion
• •Artist Spotlight! 🎨 We’re so thrilled to team up with [Artist Name] for our new [Collection Name]! Each piece is a canvas of creativity, bringing their incredible art to your wardrobe. Support local talent and wear a story. #JRCCollab #AustralianArtists #UniquePrints
• •Behind the seams at JRC: just two sisters, a whole lot of passion for prints, and a commitment to making clothes that make you smile (and are kind to the planet!). Thanks for being on this journey with us! 💕 #SisterOwned #SlowFashion #AuthenticallyAustralian
• •Weekend adventures call for effortless style. Our [Piece Name] in breathable [Fabric Type] is your perfect companion for sunshine-filled days and making memories. Easy to wear, easy to love. #JerichoRoadStyle #ComfortIsKey #MadeForLife