Brand Tone

Aspirational, artistic, and reverent

Brand Values

• •Artisanal Craftsmanship
• •Heritage and Storytelling
• •Conscious Consumerism
• •Community
• •Timeless Elegance

Best Practices

• •Lead with the "Why": Always connect the product back to the core values of heritage, artistry, and conscious consumerism. Start with the story, not just the item.
• •Use Evocative, Sensory Language: Employ words like "tactile," "woven," "fusion," and "timeless" to create an emotional and qualitative connection to the craft.
• •Maintain an Elegant and Reverent Tone: The copy should always be respectful, sophisticated, and confident. Avoid slang, overly casual language, or aggressive sales tactics.
• •Emphasize "Story" and "Artisan": These are the brand's most powerful keywords. Ensure they are present across all platforms to reinforce the brand's unique selling proposition.
• •Be Visually Cohesive: The text should complement the minimalist, elegant, and earthy visual identity. The copy should be as clean and purposeful as the photography.

Social Perception

Niche Luxury, Aesthetically Driven, Emerging Brand

Copy Examples

• •More than a bag. It's a story woven from generations of artistry and the rich plains of Northern Ghana. Each Tehei basket is a testament to the hands that crafted it. Carry a piece of living history. #JonWesle #ArtisanalCraft #WovenStories
• •You believe in style with substance. So do we. JON WESLÈ brings you timeless designs, handcrafted by female artisans from natural elephant grass. Choose modern elegance with purpose. Discover the collection.
• •History Interwoven. From our artisans' hands to yours, a fusion of tradition and modern luxury.
• •Taking our story to new horizons. The Tehei basket, perfect for every season and any destination. Where would you take yours? ✈️ #JonWesle #BasketBag #ResortCollection #TravelStyle
• •Subject: The Art of the Weave It takes over three days of twisting, splitting, and dying elephant grass before the first strand of a JON WESLÈ basket is woven. It is an art form passed through generations, a story of resilience and community. Discover the journey from the White Volta to your wardrobe.