Brand Tone

Sophisticated, Conscious, Passionate, Modern & Unique

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Individuality & Expression
• •Ethical Production & Sustainability
• •Practicality & Functionality

Best Practices

• •Develop a Core Messaging Guide: Create a document outlining key brand vocabulary (e.g., "timeless," "artisan," "conscious," "elegant," "handcrafted"), a list of terms to avoid (e.g., "trendy," "cheap," "fast fashion"), and a defined voice (e.g., sophisticated yet warm, confident but not arrogant).
• •Focus on "Why" Not Just "What": Beyond describing the bag's features, explain the philosophy behind it – the commitment to quality, the artisan's skill, the ethical choices. This reinforces brand values.
• •Emphasize Longevity and Investment: Frame JURGI products as long-term investments rather than fleeting purchases. Use language that speaks to durability, classic design, and pieces that will be cherished for years.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy aligns with the visual aesthetic of the brand (e.g., clean, high-quality imagery). Sophisticated copy paired with amateur photography will create dissonance.
• •Tell the Story Authentically: Leverage the founder's story and the brand's journey. Authentic narratives about craftsmanship, material sourcing, or design inspiration resonate more deeply and build a genuine connection with the audience. Use social media to share these glimpses consistently.

Social Perception

Positive (among those aware), Niche & Emerging, Associated with Quality & Style, Trustworthy

Copy Examples

• •Product Ad (Instagram/Facebook): Beyond the season, beyond the trend. The [Bag Name] tote is an ode to enduring style and conscious craftsmanship. Handcrafted from ethically sourced European leather, it’s not just a bag, but a companion for life's journey. Discover the art of quiet luxury. #JURGIbrand #TimelessLeather #EthicalFashion #HandcraftedLuxury
• •Website "Our Philosophy" Snippet: At JURGI, we believe true style whispers, it doesn't shout. Our pieces are born from a passion for minimalist design and a deep respect for artisanal skill. We choose quality that endures, and practices that honor both people and planet. Invest in timelessness.
• •TikTok Video Caption (Showcasing bag versatility): From morning meetings to weekend markets, the [Bag Name] seamlessly adapts. Crafted for elegance, designed for life. What adventures would you take yours on? ✨ #JURGI #MyJURGIstyle #VersatileElegance #LeatherLove #DayToNightBag
• •Email Newsletter Subject Line (for a new collection): Introducing the Heritage Collection: Timeless Designs, Ethically Crafted by JURGI.
• •Pinterest Pin Description: The essence of minimalist chic. Our [Bag Name] shoulder bag, meticulously crafted from supple [Material e.g., Italian suede], embodies JURGI's commitment to lasting quality and understated elegance. Perfect for the modern woman who values both style and substance. #JURGIbags #MinimalistStyle #LuxuryLeather #ArtisanMade