Brand Tone

Sincere, conscious, comforting, and inspirational, focusing on positive emotions, well-being, and a larger social mission.

Brand Values

• •Ethical Production
• •Community Support
• •Comfort and Quality
• •Sustainability
• •Inclusivity

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core mission. Whether talking about comfort or style, frame it within the larger context of ethical production and community support.
• •Use Sensory and Emotive Language: Employ words that evoke feelings of comfort, softness, and care (e.g., 'gentle,' 'breezy,' 'hand-finished,' 'woven with love'). This reinforces the product's quality and the brand's compassionate identity.
• •Maintain Transparency: Be specific about the brand's ethical claims. Mentioning 'small businesses in Lebanon' or 'compostable mailers' adds credibility and strengthens the trust of conscious consumers.
• •Incorporate User Testimonials: Share customer reviews that highlight both the product's comfort and their appreciation for the brand's mission. This provides social proof and reinforces the brand's values from an authentic perspective.
• •Ensure Visual and Textual Harmony: All copy should align with the brand's visual aesthetic—calm, clean, and natural. The tone of the text should match the mood of the imagery to create a cohesive and immersive brand experience.

Social Perception

The public perception of Joujete is that of a mission-driven, ethical brand delivering high-quality, comfortable products. Customers connect with both the tangible quality of the loungewear and the intangible value of supporting a business with a strong social conscience, viewing the brand as a vehicle for positive social impact.

Copy Examples

• •Woven with care, worn with love. Our handmade loungewear is more than just comfortable—it’s a commitment to ethical production and a promise of support to communities in need. Feel the difference in every thread. #joujete #EthicalFashion #HandmadeWithLove
• •Comfort that Cares. Your choices have power. With every pair of Joujete loungewear, you’re choosing luxurious comfort for yourself and supporting fair wages and opportunities for artisans in Lebanon. Wear your values. Shop the collection now for 10% off your first order.
• •Elevated Loungewear. Ethical Soul. Discover our handmade collection of silk and cotton loungewear, designed for ultimate comfort and crafted to create hope.
• •The only travel essential you'll never want to leave behind. Travel-ready comfort. Our versatile bottoms are perfect for any journey, from your couch to the coast. #joujete #TravelEssential #ComfortInMotion
• •More Than Just Loungewear. Hi [Customer Name], did you know that your favorite pair of Joujete pants helps support children in Lebanon? We dedicate 10% of our profits to NGOs making a real difference. Thank you for being a part of our story and helping us weave a better world, one thread at a time.