Brand Tone

Artistic & Expressive, Joyful & Playful, Storytelling & Cultural, Conscious & Mindful, Authentic & Handcrafted

Brand Values

• •Celebration of Indian Craftsmanship & Heritage
• •Sustainability & Ethical Practices
• •Quality & Uniqueness
• •Joy & Self-Expression
• •Community & Collaboration
• •Slow Fashion

Best Practices

• •Embrace Storytelling: Weave narratives of craft, artisan, or inspiration into content to connect emotionally and culturally, using phrases like 'a story whispered through generations' or 'inspired by...'
• •Highlight the 'Handcrafted' Element Authentically: Consistently mention artisanal techniques (hand-block printing, hand embroidery, bandhani) and natural Indian textiles. Explain their specialness and acknowledge 'subtle variations' as marks of craftsmanship, not defects.
• •Infuse Joy and Vibrancy in Language: Use positive, evocative language reflecting the designs' colorful and playful nature. Words like 'joyful,' 'vibrant,' 'wonder,' 'splash of color,' and 'playful pairings' align with their manifesto.
• •Reinforce Ethical and Sustainable Values: Subtly and regularly remind the audience of the brand's commitment to slow fashion, ethical production, fair wages, and support for artisan communities through mentions of 'conscious choices,' 'made with intention,' 'small-scale production,' or 'ethically crafted.'
• •Maintain a Warm, Slightly Playful, yet Respectful Voice: Reflect humor with a friendly, approachable tone, but maintain respect for the cultural significance of the crafts. Be confident in the quality and uniqueness of the products.

Social Perception

Advocates for Indian Crafts & Slow Fashion, Aesthetically Pleasing & Unique, Premium, Collaborative and Expanding

Copy Examples

• •Meet 'Anika'. Each petal, each vine, hand-carved onto wooden blocks, then patiently pressed onto pure, breathable cotton by our master artisans in Jaipur. This isn't just a dress; it's a story whispered through generations, a dance of color and craft. Embrace the soulful imperfections that make your JODI piece uniquely yours. Wear a tradition, live the joy. #JODILife #HandcraftedInIndia #SlowFashionStory #ArtisanMade
• •The 'Kavi' Shirt: Where timeless craft meets modern ease. Inspired by the vibrant narratives of Indian folklore, this shirt features our signature #jodiprints, meticulously hand-blocked onto soft, natural fabric. Designed for the man who values authenticity and expressive style. Because choosing consciously should always feel this good. Limited pieces, made with intention. #JODIMan #EthicalStyle #PrintPlay
• •A Little Bit of Wonder for Your Wardrobe ✨ Hello [Customer Name], At JODI, we believe in fashion that feels good, inside and out. Our latest collection, 'Monsoon Blooms,' is a celebration of nature's artistry, brought to life through ancient Indian craft techniques. Discover joyful designs, consciously created with natural textiles and a whole lot of heart. Let's bring a little more color and wonder to your world, together. Explore the magic -> [Link]
• •Tired of fast fashion? Choose JODI Life. We partner with Indian artisans to create vibrant, handcrafted clothing and homewares that tell a story. Every piece is a testament to slow, ethical production and the enduring beauty of traditional crafts. Make a statement that matters. Feel the difference of #JODILife. Shop consciously -> [Link] #SustainableFashion #MadeInIndiaWithLove
• •JODI Life is more than just a label; it's a celebration of India's rich artisanal legacy. We pour our shared love for craft, culture, and joyful design into every hand-block print and every carefully stitched garment. Partnering with skilled craftspeople, we bring you unique, fashion-forward pieces made from natural Indian textiles – a playful wink to tradition in your modern wardrobe. #JODIValues #ConsciousChoices