Brand Tone

Playful & Imaginative, Sophisticated & Stylish, Quality-Conscious & Trustworthy, Child-Centric & Parent-Approved, Inspirational & Empowering, Approachable & Friendly

Brand Values

• •Quality & Durability
• •Design & Aesthetics
• •Individuality & Self-Expression
• •Joy & Happiness
• •Comfort & Safety
• •Innovation
• •Sustainability
• •Customer-Centricity

Best Practices

• •Speak to Both Audiences: Craft messages that resonate with the child's desire for fun and self-expression while also addressing the parent's need for quality, durability, and practicality. Use language that is playful yet reassuring.
• •Highlight the 'Why': Go beyond product features. Emphasize the brand's mission to inspire individuality, creativity, and happiness in children. Connect the bags to the adventures and experiences of childhood.
• •Maintain a Visual & Descriptive Language: Use words that evoke the vibrant colors, imaginative designs, and tactile quality of the bags. Paint a picture of a stylish and joyful school experience.
• •Emphasize Quality & Durability with Confidence: Clearly communicate the premium materials and craftsmanship without sounding overly technical. Focus on the benefit: a bag that lasts and supports a child's active life.
• •Infuse with Personality & Storytelling: Share the brand's origin story and the inspiration behind designs. Use a warm, approachable, and slightly whimsical tone that reflects the founders' passion and the brand's child-centric focus. The 'School Run' series is a good example of this.

Social Perception

Premium & High-Quality, Stylish & Fashion-Forward, Creative & Fun, Responsible & Innovative, Belgian Heritage

Copy Examples

• •Headline: Unleash Your Inner Awesome! Body: School days are adventures waiting to happen. Carry your dreams, your stories, and your lunch in a Jeune Premier bag that’s as unique and brilliant as you are. Let’s make every day a masterpiece! #JeunePremier #SchoolAdventure #BeUnique
• •Headline: Designed by Parents, Loved by Kids. Built to Last. Body: We get it. You want a school bag that’s tough enough for playground escapades and stylish enough for your little trendsetter. That’s why every Jeune Premier bag blends imaginative designs with parent-approved quality and ergonomic comfort. Happy kids, happy parents! #QualityForKids #StylishSchoolDays #ParentApproved
• •Headline: More Than a Bag, It’s a Jeune Premier. Body: From that first excited pack-up for school to a weekend adventure, our bags are crafted to be part of your child's journey. Discover vibrant colors, playful characters, and the premium quality that makes every Jeune Premier a companion for creativity and fun. #MyJeunePremier #ChildhoodUnplugged #CreativeKids
• •Headline: Sustainable Style for Little Scholars. Body: We believe in beautiful bags that are kind to the planet. Our 'Second Life' program gives pre-loved bags a new adventure, and we're always exploring eco-friendly materials. Because looking cool and caring for the Earth go hand-in-hand. #SustainableFashionKids #EcoChic #JeunePremierCares
• •Headline: Ready, Set, Smile! It's a Jeune Premier Day. Body: Brighten up the school run with our latest collection! Packed with personality and built for comfort, our bags are designed to inspire confidence and joy from the classroom to the playground. What adventures will you pack today? #SchoolStyle #HappyGear #KidsFashion