Brand Tone

Caring, Trustworthy, and Empowering. The tone is consistently warm and supportive, positioning the brand as a reliable partner for parents. It is informative yet reassuring, adapting to conversational and community-oriented for social media, while maintaining authenticity and care.

Brand Values

• •Transparency
• •Safety & Health
• •"Made in France" & Quality
• •Community & Connection
• •Love & Benevolence

Best Practices

• •Lead with Empathy: Always frame communication from the parent's perspective. Acknowledge their concerns (safety, health, convenience) and position JOONE as the caring, reliable solution.
• •Champion Transparency in All Content: Don't just state that you are transparent; prove it. Regularly reference the "Made in France" aspect, the clean ingredients, and the traceability tool (DOORZ) in social posts, ads, and emails.
• •Use Warm and Reassuring Language: Employ words like "gentle," "pure," "peace of mind," "trust," and "community." Avoid overly technical jargon. The tone should feel like a supportive, knowledgeable friend.
• •Marry Aesthetics with Ethics: Ensure all visuals—from website imagery to social media posts—reflect the brand's clean, modern, and gentle aesthetic. The visual harmony reinforces the message of quality and care.
• •Foster and Feature the Community: Actively use user-generated content (#lavieenjoone) and testimonials. Frame marketing materials around the "JOONE family" to strengthen the sense of community and build social proof that resonates with the core values.

Social Perception

JOONE is perceived as a premium, trustworthy, and aspirational brand for conscientious parents. It is respected for its integrity and commitment to transparency, seen as a pioneer disrupting the baby care market. Products are viewed as high-quality, effective, and safe, with the price reflecting superior quality, ethical production, and peace of mind.

Copy Examples

• •Instagram Ad: Happy skin. Happy baby. Happy you. Your baby’s comfort is everything. Our diapers are designed in France with a 100% natural veil in contact with the skin, and zero harmful chemicals. So you can worry less and cuddle more. Swipe to see why parents trust us. #lavieenjoone
• •Website Banner: The Diaper With Nothing to Hide. We believe in radical transparency. That's why we show you everything—from the origin of our materials to our quarterly toxicology reports. Click to trace your product's journey with our DOORZ blockchain technology. Complete peace of mind is just a scan away.
• •Email Marketing: Subject: Simplify your life, beautifully. Never run out of diapers again. Our flexible subscription delivers beautifully designed, skin-loving essentials right to your door. Made in France, designed for your baby's wellness, and curated for your peace of mind. Customize your first bundle and feel the JOONE difference.
• •TikTok Video Concept: Voiceover: "Things in our nursery that just make sense:" On-screen text: "Diapers without scary chemicals.", "Stylish prints that are actually cute.", "Skincare that's certified organic & vegan.", "A subscription that saves my sanity.", "Knowing exactly what's in every product." End frame: JOONE. For the love of family. #momlife #musthave #tiktokmademebuyit
• •Product Page Copy: Your Wellness, Reimagined. You care for everyone. Let us care for you. Our certified organic skincare line is designed for every stage of womanhood, including pregnancy and beyond. Pure, effective formulas made in France to nourish your skin, because you deserve the same transparency and love you give your family.