Brand Tone

Vibrant & Passionate, Artisanal & Authentic, Bohemian & Free-Spirited, Personal & Sincere.

Brand Values

• •Celebration of Color
• •Artisanal Craftsmanship
• •Authenticity & Storytelling
• •Individuality
• •Connection to Culture

Best Practices

• •Lead with the "Why": Always connect the product back to the core story—the journey to India, the passion ("joshila"), and the "handmade with love" promise. This is your strongest differentiator.
• •Use Sensory and Emotive Language: Use words that evoke feeling, sight, and emotion. Instead of "nice dress," use "flowing," "vibrant," "sun-drenched," "energetic," "soulful." This aligns with the "Feel the Color" mantra.
• •Tell Micro-Stories: For each product, consider the story behind it. Was the pattern inspired by a specific flower? Is the fabric from a particular region? Sharing these details reinforces the values of authenticity and craftsmanship.
• •Maintain a Consistent Vocabulary: Create a list of on-brand words (e.g., vibrant, artisanal, soul, journey, handmade, energy, freedom, wanderlust) and off-brand words (e.g., trendy, on-sale, cheap, basic, machine-made) to guide all copy.
• •Let the Passion Show: The tone should never be flat or corporate. Whether writing a caption or a product description, infuse it with the passion and excitement that inspired the brand's name. Use exclamation points where appropriate and speak directly and warmly to the customer.

Social Perception

Joshila is perceived as a niche, boutique brand, offering high-quality and unique items. It's seen as aspirational, tying into a lifestyle of freedom and travel, and trustworthy within its community due to personal narrative and direct engagement.

Copy Examples

• •Wear the Sunset. Each thread tells a story. Each color holds the warmth of an Indian sunset. Our new Anika Kimono isn't just handmade; it's soul-made. Wrap yourself in a piece of art. #Joshila #FeelTheColor #HandmadeInIndia
• •Your Wardrobe is Missing a Story. Stop wearing clothes. Start wearing stories. Born from a journey through India and crafted by hand, Joshila brings you vibrant, one-of-a-kind pieces that let your spirit run free. Discover the collection.
• •Color Your Summer. From sun-drenched coastlines to vibrant city streets, our new collection is a celebration of the season's energy. Feel the passion, feel the craft, feel the color.
• •The Jaipur Dream Dress. Flowing, free, and full of life. The Jaipur Dream Dress is handcrafted from the softest Indian cotton, featuring a unique block-print pattern passed down through generations. It’s more than a dress—it’s a feeling of pure, uninhibited joy. Perfect for the soul that craves both comfort and adventure.
• •A Story from India, Just for You. We didn't just start a brand; we fell in love with a culture. We found 'Joshila'—a passion for life—in the vibrant markets and skilled hands of India. We wanted to share that feeling with you. Explore our new arrivals, each with a soul and a story.