Brand Tone

Energetic & Playful, Health-Conscious & Motivating, Community-Oriented & Authentic

Brand Values

• •Community Engagement
• •Health & Wellness
• •Quality & Freshness
• •Collaboration

Best Practices

• •Use Energetic and Action-Oriented Language: Employ dynamic verbs and positive adjectives. Words like "power," "boost," "refresh," "crush," and "glow" align with the motivational tone.
• •Maintain a Playful & Relatable Voice: Use clever and fun product names. Don't be afraid to use emojis and a slightly informal tone in social media captions to connect with a younger, health-conscious audience.
• •Emphasize Community: Always highlight local ingredients, partners, and events. Phrases like "Made with love in SD," "Partnering with our friends at [Local Gym]," and "For our San Diego family" reinforce community values.
• •Focus on the 'Why' Not Just the 'What': Instead of just listing ingredients, explain the benefits in a relatable way. Connect products to lifestyle needs\u2014e.g., "for post-workout recovery," "for a mental boost," "to kickstart your morning."
• •Be Visually Consistent: While not strictly copy, the brand's visual identity should match its tone. Use bright, natural, and vibrant imagery featuring fresh ingredients and active people from the community to complement the energetic and authentic voice of the copy.

Social Perception

Joosies is perceived as a positive, contributing member of the local San Diego community. It is seen as a go-to for healthy, fresh products, especially within the fitness and wellness sub-communities. The brand is associated with positive local events and community-building efforts, giving it an authentic and trusted reputation among those who have encountered it.

Copy Examples

• •Unleash your inner champion! Our new 'Golden Warrior' smoothie is packed with mango, turmeric, and ginger to fight off fatigue and power up your day. Grab one post-workout or anytime you need a delicious boost. #JoosiesSD #FuelYourFight #SanDiegoHealth
• •Your Daily Dose of Delicious. Real fruit, fresh vibes.
• •Joosies is proud to fuel the Mission Bay 5K! Stop by our tent at the finish line for a free 'Victory' wellness shot. Let's get moving, San Diego!
• •Feeling sluggish? We've got the juice for that.
• •Had a little too much fun last night? We've been there. Our blend of beet, ginger, lemon, and apple is here to help you reset and recover. It's your secret weapon for bouncing back and conquering the day.