Brand Tone

Intimate, mindful, and artistic, using evocative and sensory language to create emotional connections. The tone is gentle and reassuring, emphasizing natural and non-toxic qualities.

Brand Values

• •Nature and Purity
• •Emotional Connection
• •Artisanal Quality
• •Sustainability and Local Production
• •Simplicity

Best Practices

• •Lead with Emotion, Support with Facts: Start with evocative, sensory language that describes a feeling or a moment. Follow up with the tangible benefits (e.g., vegan, natural ingredients, locally made).
• •Use the "Atelier" Lexicon: Continue using words like "intention," "hand-formed," "create," "develop," and "art" to reinforce the artisanal, hands-on nature of the brand.
• •Maintain a Minimalist Approach: Keep copy clean, concise, and purposeful. Avoid loud, sales-y language. White space in text is as important as the words themselves, reflecting the brand's visual aesthetic.
• •Tell the Story Behind the Scent: For each fragrance, create a short narrative. What memory did it come from? What feeling does it evoke? This strengthens the brand's core concept of scent being tied to moments.
• •Center the Customer's Experience: Frame the copy around "you" and "your moments." The product is not just a perfume; it's a tool for the customer to create or recall their own experiences. Use customer testimonials that reflect this personal connection.

Social Perception

Very positive, seen as high-quality, effective, and capable of creating personal and meaningful connections. The brand is perceived as trustworthy and safe due to its emphasis on natural and toxin-free ingredients.

Copy Examples

• •Introducing NOMADE. A scent that wanders to where the midday sun meets the sea. With notes of bergamot, Sicilian sea spray, and blackcurrant bud, it’s a memory of the wind in your hair, bottled with intention. Find your moment.
• •An ode to the quiet moments spent in a garden at dawn. BOTANISTE is a living fragrance, composed to capture the essence of fresh-cut stems and damp earth. Each note is a tribute to nature—pure, green, and grounding. Created for those who seek to carry a piece of the wild with them. Vegan, toxin-free, and designed to become a second skin.
• •An Essence for Your Moments | A Gift from JONI
• •Essences & Moments. Natural, non-toxic eaux de parfum that let you envelop yourself in delicate fragrances, without harming your health or the environment.
• •JONI began with a simple intention: to create a product that honors nature while evoking emotion. Inspired by the power of scent to recall our most cherished moments, we develop each fragrance as a story. Always vegan, always transparent, and always made for you.