Brand Tone

Personal & Authentic, Artistic & Creative, Conscious & Ethical, Friendly & Approachable, Nostalgic & Pop-Culture Savvy

Brand Values

• •Ethical Production
• •Sustainability
• •Originality & Artistry
• •Personal Connection
• •Quality & Craftsmanship
• •Inspiration Driven

Best Practices

• •Embrace Anabel's Voice: Maintain a personal, friendly, and authentic tone, as if Anabel herself is speaking. Use "I" and "we" (referring to the small team/brand ethos) to reinforce this. Share the "why" behind designs.
• •Highlight Ethical & Sustainable Angles Naturally: Weave in mentions of WRAP certification, eco-friendly inks, and hand-crafted processes as key differentiators and value propositions, rather than just as an afterthought. Make it part of the product's story.
• •Connect with Shared Inspirations: Reference the places, people, pop culture, and artistic elements that inspire the designs to build a connection with the target audience.
• •Keep it Simple and Heartfelt: Avoid overly corporate or jargony language. Use clear, straightforward, and warm language that reflects a passion for art and ethical making. Phrases like "inspired by people and places I love" capture this well.
• •Visually Align Copy: Ensure that the tone of the copy matches the visual aesthetic of the brand (artistic, slightly vintage, personal). The words and images should tell a cohesive story across all platforms.

Social Perception

Highly Positive (among those who know the brand), Trusted for Ethical Practices, Seen as Unique & Artistic, Niche Appeal, Limited Mainstream Visibility

Copy Examples

• •Instagram Post (New Design Launch): Fresh off the drawing board and onto the softest, ethically-made tee! ✨ Inspired by a recent trip wandering the vibrant streets of [City Name], this new design is all about [Theme/Inspiration]. Hand-printed with eco-friendly inks, because style and sustainability go hand-in-hand. Who else feels a connection to [Theme/Inspiration]? Tap to shop or see more via the link in bio! #JosephAndSue #HandDrawn #EthicalFashion #NewCollection #[CityInspo]
• •Website Homepage Banner: Wear Your Story. Original designs, ethically crafted. Joseph+Sue: From pencil to print, made with love and sustainable practices. Shop unique, hand-drawn apparel.
• •Facebook Ad (Targeting ethically-conscious shoppers): Tired of fast fashion? Joseph+Sue offers apparel you can feel good *in* and *about*. Our tees and sweaters feature original, hand-drawn art by Anabel, printed on ethically sourced materials using eco-friendly inks. WRAP certified, always. Discover your new favorite conscious piece today. [Link to Shop]
• •Product Description (Example for a specific tee): The '[Product Name]' Tee: Remember those [90s/Pop Culture Reference] vibes? This one’s for you! Hand-drawn by Anabel and printed with water-based inks on a super-soft, WRAP certified cotton tee. It’s not just a shirt, it’s a little piece of art and a nod to the good times. Ethically made, because we care. #VintageInspired #PopCulture #[SpecificDesignTheme]
• •Email Newsletter Subject Line (Sale/Special Offer): A Little Something Special from Joseph+Sue ✨ (Plus, Conscious Gifting Inside!) (Body Teaser): Hey [Customer Name], Just a little note from Anabel! We're sharing some love with [Offer Details]. Perfect for treating yourself or finding a thoughtful, ethically-made gift for someone special. Every piece tells a story...