Brand Tone

sophisticated, vibrant, and inspiring

Brand Values

• •Cultural Fusion
• •Celebration of Identity
• •Quality and Craftsmanship
• •Resilience and Empowerment
• •Joy and Optimism

Best Practices

• •Embrace Storytelling: Every piece of communication should be infused with the brand's unique story. Whether it's a social media post or a product description, connect it back to the brand's values of cultural fusion, resilience, and empowerment.
• •Use Evocative Language: Employ a rich and descriptive vocabulary that reflects the sophistication and vibrancy of the collections. Words like "exquisite," "artisanal," "vibrant," and "empowering" should be a regular part of the brand's lexicon.
• •Maintain a Tone of Confident Optimism: The brand's voice should always be positive and uplifting. Even when addressing serious topics like diversity and inclusion, the focus should be on progress, celebration, and the power of fashion to effect change.
• •Be Visually Consistent: The visual identity of the brand is a powerful tool. Ensure that all imagery and graphic design elements align with the vibrant and sophisticated aesthetic of the collections. This visual consistency reinforces the brand's tone.
• •Engage with the Community: Actively engage with the brand's audience on social media and other platforms. Respond to comments and messages in a way that is consistent with the brand's inspiring and approachable yet sophisticated tone. This will help to build a loyal and engaged community around the brand.

Social Perception

The brand is seen as a trailblazer for diversity and inclusion, praised for its unique aesthetic merging African and European influences, with the founder viewed as an inspiring figure. Collections are perceived as regal and hip, appealing to confident women with sophisticated taste, and appreciated for originality and quality.

Copy Examples

• •Elegance is an attitude. Our [Dress Name] dress, with its vibrant print and timeless silhouette, is for the woman who commands attention without saying a word. #JoyMeribe #AfropolitanElegance
• •Joy Meribe is more than a fashion brand; it's a celebration of a journey. A fusion of Nigerian heritage and Italian craftsmanship, each piece tells a story of resilience, passion, and the power of dreams. We create clothes for the woman who is writing her own story, boldly and beautifully.
• •Introducing the 'Renaissance' Collection. A rebirth of vibrant color and sophisticated design, inspired by the spirit of new beginnings. Discover pieces that will not only elevate your wardrobe but also inspire your soul. #JoyMeribeRenaissance
• •The [Product Name] Jacket: A masterpiece of tailoring, this jacket features a bespoke print inspired by traditional African artistry, reimagined for the modern wardrobe. Made with the finest Italian fabrics, it’s a statement of style and a testament to cross-cultural beauty.
• •(Scene: A montage of the design process, from sketching to the final garment on a confident model) Voiceover: We believe in the power of color to uplift. We believe in the elegance of a well-made garment. We believe that heritage is a source of strength. We are Joy Meribe. We are Afropolitan. We are Made in Italy.