Brand Tone

Confident, Empowering, Luxurious, Chic, Approachable, Relatable, Conscious, Responsible, Bold & Modern

Brand Values

• •Empowerment & Body Positivity
• •Quality & Craftsmanship
• •Sustainability & Ethical Practices
• •Style & Versatility
• •Inclusivity
• •Customer-Centricity

Best Practices

• •Develop a Comprehensive Brand Voice & Tone Guide: Document the brand's personality traits (e.g., confident, empowering, chic, conscious), core messaging pillars, "words we use/avoid," and examples of on-brand vs. off-brand copy for different platforms (website, social media, email). This should be a living document shared with everyone creating content.
• •Always Lead with Empowerment and Confidence: Ensure that copy, especially when describing products or addressing the customer, aims to uplift and instill a sense of self-assurance and beauty. Focus on how the swimwear makes the wearer *feel*.
• •Weave in Luxury and Quality Naturally: Use descriptive adjectives that evoke a premium feel (e.g., "luxurious fabrics," "meticulously crafted," "effortlessly chic") without sounding pretentious. Highlight the quality of materials and design.
• •Be Authentic and Transparent, Especially Regarding Sustainability: When discussing eco-friendly practices or ethical production, use clear, honest language. Avoid greenwashing by being specific about materials (e.g., ECONYL®, REPREVE®) and initiatives.
• •Adapt Tone to the Platform, but Keep Voice Consistent: While the overarching brand voice (confident, empowering, luxurious, conscious) remains the same, the tone can be adapted. For instance, TikTok might allow for a more playful and informal tone with trends and humor, while website product descriptions might be more polished and descriptive. The core values and personality should still shine through.

Social Perception

High Quality & Flattering, Worth the Price (for many), Associated with Founder, Trendy & Fashionable, Respected for Sustainability & Inclusivity Efforts, Emerging & Growing

Copy Examples

• •Instagram Post (Image: Diverse group of women laughing on a beach in JMP swimwear): Sun-kissed skin, salt in the air, and the unbreakable confidence that comes from feeling amazing in what you wear. Our latest collection is here to celebrate every woman, every curve, every moment. ✨ #JMPTheLabel #EmpoweredByJMP #LuxurySwim
• •Product Description (for a sustainable bikini): Meet The Riviera Set: where timeless elegance meets conscious design. Crafted from premium recycled Italian fabrics, this bikini not only feels incredible against your skin but also honors our commitment to a healthier planet. Designed to empower, engineered to last. Dive in, beautifully and responsibly. 🌿 #SustainableStyle #JMPBeachClub
• •Email Subject Line (for new collection launch): Your Next Obsession Has Arrived: Discover the [Collection Name] by JMP The Label. Email Body Snippet: Get ready to redefine your resort style. The all-new [Collection Name] is a tribute to the confident, adventurous spirit within you. Luxurious textures, impeccable fits, and designs that move with you, from sun-drenched days to starlit nights. Find your perfect escape.
• •TikTok Video Caption (Model transitioning through different JMP looks): POV: You found swimwear that actually makes you feel like *that* girl. 😉🔥 Which JMP look is your vibe? #JMPTheLabel #ConfidenceBoost #SwimwearTryOn #LuxuryFashion #EcoChic
• •Website Banner (Highlighting brand values): JMP The Label: Luxury. Confidence. Consciously Crafted. Designed in California for every body, empowering you to shine, sustainably.