Brand Tone

Chic Parisian Friend

Brand Values

• •Timeless Style over Fleeting Trends
• •Quality and Craftsmanship
• •Customer-Centric Approach
• •Accessibility
• •Authenticity

Best Practices

• •Speak Like a Friend, Not a Corporation: Use "vous" (or a familiar tone) and write in a personal, welcoming voice. Share the story behind a piece, or offer genuine styling advice.
• •Focus on "Feel" and "Longevity," Not Just Features: Instead of just listing materials, describe how the fabric feels and how the piece will become a long-term staple in the customer's wardrobe. Use evocative and sensory language.
• •Embrace the Parisian Identity: Subtly reference the Parisian lifestyle in your copy. Mention a walk along the Seine, a coffee at a café, or the light in a Parisian apartment. This reinforces the brand's authentic roots.
• •Champion Simplicity and Confidence: Keep sentences clear and elegant. The copy should reflect the clothing itself: uncluttered, confident, and effortlessly chic. Avoid overly complex vocabulary or hype-driven language.
• •Maintain a Consistent Narrative Across All Channels: Whether it's a product description, an Instagram story, or an in-store sign, the core message of timeless style, quality, and authenticity should be present. This creates a strong, unified brand identity.

Social Perception

A quintessential Parisian boutique, perceived as a local gem, high-quality, and authentically Parisian.

Copy Examples

• •Some classics never go out of style. Our new trench coat is one of them: a perfect cut, a timeless color, and that effortless Parisian look we adore. The centerpiece of your wardrobe, quite simply. Available in our boutiques and online.
• •More than a shirt, a caress. Made from a delicate silk, its fluidity follows your every move. Its subtle powder color will enhance raw denim as well as an evening skirt. A piece designed to last and be loved, season after season.
• •Style isn't a trend, it's a certainty. Discover our new capsule collection: modern and desirable pieces for a chic and relaxed wardrobe.
• •The colors of the season are waiting for you at Jo
• •The same dress, three styles. From the office to after-work drinks, discover how our pieces adapt to your life. Our mission? To offer you clothes that combine elegance and comfort, so you feel beautiful, without compromise. Which of these outfits is your favorite?