Brand Tone

empowering, vibrant, and culturally proud, also friendly and aspirational

Brand Values

• •Cultural Appreciation
• •Empowerment
• •Quality and Design
• •Authenticity

Best Practices

• •Always connect the product back to the core values of cultural appreciation and empowerment. Instead of just describing a dress, talk about the inspiration behind the print or the artisan who made it.
• •Employ active, confident, and inspiring words. Phrases like "own your style," "express yourself," "wear your story," and "celebrate culture" reinforce the brand's personality.
• •Ensure the visuals (bright, bold, confident) on all platforms are matched by equally vibrant and proud copy. The energy should be consistent from an Instagram photo to a product description.
• •The direct benefit is a beautiful piece of clothing. The deeper benefit is feeling confident, expressing individuality, and supporting an ethical mission. Good copy should always touch on this deeper emotional value.
• •Document key phrases, words to use (e.g., vibrant, authentic, handcrafted, empowerment), and words to avoid (e.g., cheap, basic, mass-produced). This ensures anyone writing for the brand, from a social media manager to a customer service agent, maintains a consistent tone.

Social Perception

a culturally rich, ethical, and stylish fashion label, targeting consumers who are fashion-conscious, value storytelling, and brands with a strong social mission. Aims to be seen as a bridge between traditional African aesthetics and modern, global fashion.

Copy Examples

• •Don't just enter the room, own it. Our 'Malika' dress isn't just a garment; it's a statement. Handcrafted in Nigeria with authentic African prints, it's designed for the woman who isn't afraid to be seen. Wear your story. #Jossydy #BeYouInPrints #AfricanFashion
• •Every stitch tells a story. At Jossydy, we partner with talented local artisans in Nigeria to bring you vibrant, handcrafted pieces. When you choose Jossydy, you're not just buying a piece of clothing—you're supporting a community and celebrating a rich culture. Shop our collection today and wear the change you want to see.
• •Beyond Fashion. A Celebration of Culture. Discover handcrafted African-inspired clothing that empowers artisans and lets you be you, in prints.
• •Hi [Customer Name], Looking to add a splash of color and confidence to your style? The 'Cheri' Women's Coat is waiting for you. Inspired by classic African artistry and tailored for the modern trendsetter, it ’s more than just outerwear—it ’s a piece of our heritage. Click here to see why it's a fan favorite and get 15% off your first order.
• •Tired of blending in? Our African print bomber jackets are designed to make you stand out. Bold. Authentic. Unforgettable. That's the Jossydy promise. #EthicalFashion #BoldPrints #StandOut