Brand Tone

Helpful & Guiding, Empowering & Positive, Classic & Timeless (with a modern touch), Approachable & Friendly, Conscious & Responsible

Brand Values

• •Quality & Good Fit
• •Timeless Style & Durability
• •Customer Well-being & Confidence
• •Sustainability & Responsibility
• •Heritage & Modernity

Best Practices

• •Emphasize "Feeling Good": Continuously link the clothing to the positive emotions it should evoke – confidence, beauty, joy, comfort. Use words that convey these feelings.
• •Highlight Timelessness & Quality: Stress the longevity and classic nature of the designs, positioning purchases as investments rather than fast fashion. Mention material quality and good fit.
• •Maintain a Helpful and Guiding Voice: Offer advice, ask questions that guide the customer (e.g., "Looking for the perfect dress for...?" ), and make it clear that the brand is there to assist in building a wardrobe.
• •Speak to the Target Audience Directly: Use language that resonates with mature women who value style, quality, and sustainability. Acknowledge their experience and desire for a wardrobe that works for their life.
• •Be Authentic and Transparent: Continue to share the brand's story, including its heritage and commitment to responsible practices. If discussing sustainability, be specific where possible. Ensure a friendly and approachable tone in all communications.

Social Perception

Positive for Target Audience, Valued for Style Guidance, Seen as a Relaunched Heritage Brand, Trust (for Joyshop.se)

Copy Examples

• •Headline: Rediscover Your Joy: Timeless Styles Designed to Make You Shine. Body: At JOY, we believe fashion should feel good and look effortless. Explore our new collection of beautifully crafted pieces, designed with a perfect fit and lasting quality, to help you build a wardrobe you'll love for seasons to come. Feel confident, feel beautiful, feel JOY. Call to Action: Find Your Perfect Fit Today
• •Headline: More Than Just Clothes – It's a Feeling. Body: Remember that favorite outfit that always made you feel incredible? We create clothes just like that. JOY offers modern, timeless fashion for women who appreciate quality, comfort, and a style that truly reflects their personality. Let us help you curate a wardrobe that brings you joy every day. Call to Action: Explore Our Collections
• •Headline: Your Sustainable Style Journey Starts Here. Body: Invest in pieces that last. JOY is committed to timeless design and quality craftsmanship, helping you build a beautiful and sustainable wardrobe. Discover versatile essentials and elegant outfits that are kind to your style and the planet. Call to Action: Shop Consciously with JOY
• •Headline: The Perfect Fit for Every Woman, Every Moment. Body: We understand that a great fit is everything. Our collections are thoughtfully designed to flatter your shape and provide ultimate comfort, so you can move through life feeling confident and beautiful. From classic staples to elegant statement pieces, find your joy with us. Need help finding your style? Our experts are here for you. Call to Action: Discover Your Style Profile
• •Headline: Welcome Back to JOY: A Legacy of Style, Reimagined. Body: Building on a cherished heritage, the new JOY brings you the timeless elegance and quality you've always loved, now with a modern digital experience. Explore fashion that celebrates you – designed to make you feel beautiful and good, wherever life takes you. Call to Action: Experience the New JOY