Brand Tone

Passionate, respectful, educational, warm, approachable, evocative, and story-driven, conveying deep reverence for Indigenous culture and artistry.

Brand Values

• •Cultural Authenticity
• •Quality and Longevity
• •Community and Connection
• •Customer Care

Best Practices

• •Lead with the story: Always connect the product back to the cultural narrative or the meaning behind the Indigenous artwork.
• •Use evocative and respectful language: Employ words that convey warmth, nature, heritage, and connection.
• •Emphasize quality and longevity: Consistently mention that the clothes are high-quality, durable, and made to be handed down.
• •Maintain a warm and educational tone: The tone should feel like sharing a special story with a friend, approachable while educating the customer.
• •Center the concept of "Nest": Regularly use the "Jinndi" (nest) metaphor to reinforce the brand's core identity of safety, community, and connection to nature.

Social Perception

Perceived as a high-quality, authentic, and meaningful brand. Customers view products as art with a story, and the brand is seen as trustworthy and respected for its cultural appreciation and excellent service.

Copy Examples

• •Woven with stories of family and growth. Our Nita Playsuit features artwork that represents the nests we come from and the journey lines that connect us. Dress your little one in a story of heritage and love. #Jinndi #IndigenousArt #WearableStories
• •More than just clothing, it's a connection to culture. Jinndi brings authentic Indigenous stories to life on beautifully crafted, high-quality garments for your little one. Discover pieces made to be cherished and passed down for generations. Shop the collection now.
• •Inspired by the way water flows from one hole to another, this design speaks of wisdom, power, and grace. The Koen Bodysuit wraps your child in comfort and a timeless story. Made with the softest materials and featuring snap closures for easy dressing, it’s a piece of art they can wear every day.
• •A Story in Every Stitch ✨ Inside Our New Collection
• •Jinndi: The Nest of Nature. Authentic, story-driven children's clothing designed to be treasured.