Brand Tone

Friendly and Welcoming, Community-Oriented & Supportive, Playful and Unique, Authentic and Passionate, Conscious and Ethical

Brand Values

• •Support Local & Canadian
• •Community Engagement
• •Sustainability and Ethical Practices
• •Quality and Uniqueness
• •Customer Experience
• •Individuality and Self-Expression
• •Giving Back

Best Practices

• •Embrace "Local Love": Always highlight Canadian and, specifically, Newfoundland & Labrador designers, artists, and products. Use place names and local colloquialisms where appropriate and authentic to reinforce community connection.
• •Keep it Warm and Approachable: Use a conversational, friendly, and inclusive voice. Address customers directly (e.g., "you," "we're here to help"). Avoid overly formal or technical jargon.
• •Tell a Story: Whether it's about a product, a designer, or a community initiative, focus on the narrative. People connect with stories, and it reinforces the uniqueness and curated nature of the offerings.
• •Highlight Values Subtly: Weave in mentions of sustainability, ethical sourcing, slow fashion, and community support naturally within product descriptions, social media posts, and "About Us" content rather than making it feel like a lecture.
• •Be Playful and Authentic: Don't be afraid to inject a bit of fun and personality, reflecting the "quirky and unique" aspect of the brand. Authenticity in how you present the brand and its passion will resonate more than overly polished corporate speak. The tagline "Be yourself. Have fun. Give back. Inspire others" should be a guiding principle.

Social Perception

Highly Regarded Locally, Trusted for Quality and Curation, Community-Minded Champion, Positive Shopping Experience, Authentic and Down-to-Earth

Copy Examples

• •Instagram Post (New Arrival - Local Artisan Jewellery): Sparkle with a story! ✨ Fresh in from [Local Artisan Name], these handcrafted earrings are more than just beautiful – they're a piece of Newfoundland and Labrador, made with love. Come find your unique treasure and support local talent! #JohnnyRuthNL #ShopLocalNL #CanadianMade #HandcraftedJewellery #StJohnsStyle
• •Facebook Ad (Seasonal Fashion): Hello, [Season]! 🍂❄️🌸☀️ Refresh your wardrobe with cozy knits, vibrant prints, and timeless pieces from our favourite Canadian designers. At Johnny Ruth, we believe in fashion that feels as good as it looks – and lasts. Pop by Water Street or browse online! We’re here to help you find your perfect [Season] style. #JohnnyRuthStyle #CanadianFashion #SlowFashion #SupportCanadianDesigners #NLBoutique
• •Website Banner (Highlighting Gift Section): Gifts that tell a story. 🎁 From quirky Newfoundland keepsakes to elegant artisan homewares, find something truly special at Johnny Ruth. Perfect for any occasion, or just because! Shop our curated collection and give a gift with heart. #JohnnyRuthGifts #UniqueFinds #SupportLocalArtists #GiftGivingMadeEasy
• •TikTok Video Concept (Behind the Scenes/Styling Tip): (Upbeat, friendly music. Quick cuts showing different ways to style a versatile clothing item from a Canadian designer available in store.) Voiceover/Text Overlay: One [Item Name], so many ways to rock it! 😉 Our JR Style Experts are here to help you build a wardrobe that’s uniquely YOU. What look is your fave? Let us know! #JohnnyRuthNL #StyleInspo #CanadianDesigner #VersatileFashion #BeYourself #Newfoundland
• •Email Newsletter Snippet (Community Initiative Update): Giving back is always in style! ❤️ This month, thanks to your wonderful support during our [Charity Event/Initiative], we were able to donate to [Charity Name], helping them continue their amazing work in our community. Together, we make St. John's shine a little brighter! ✨ Learn more about our community partners on our blog. #JRCommunityLove #JohnnyRuthCares #NewfoundlandAndLabrador #SupportLocalCauses