Brand Tone

Authentic, Traditional, and Respectful

Brand Values

• •Ethical Sourcing
• •Authenticity & Tradition
• •Craftsmanship
• •Conservation Commitment
• •Connection & Meaning

Best Practices

• •Prioritize Transparency in Sourcing: Always lead with and clearly explain the ethical sourcing of materials, especially for sensitive products. Avoid vague terms and be as specific as possible about processes and partnerships. This builds trust and addresses potential concerns head-on.
• •Emphasize Heritage and Craftsmanship: Consistently weave in the narrative of traditional techniques, the skill of the artisans, and the cultural significance behind the designs. This adds depth and authenticity to the brand's voice.
• •Integrate Conservation Messaging Naturally: Don't just state you support conservation; show it. Share stories (with permission) of conservation efforts, explain how purchases contribute, and highlight partnerships. Make it a core part of the brand story, not an afterthought.
• •Use Respectful and Evocative Language: Choose words that convey respect for the animals, the culture, and the environment. Use evocative language to describe the beauty, symbolism, and connection the products offer, rather than focusing solely on them as material possessions.
• •Maintain a Consistent Voice Across All Channels: Whether it's a product description, a social media update, or a customer service email, the tone should remain consistent—authentic, respectful, and informative. Create a simple brand voice guide if necessary to ensure all communications align.

Social Perception

The social perception of Just Elephant is somewhat polarized, largely due to the nature of its products. A segment of customers perceives the brand positively and another segment of the public, including potential customers and animal welfare advocates, views the brand with skepticism.

Copy Examples

• •Headline (Website/Ad): Wear a Legend. Ethically Sourced Elephant Hair Bracelets, Handcrafted with Tradition. Body: Each Just Elephant bracelet is more than an adornment; it's a piece of African heritage, woven with strands of history and respect for nature. Discover a timeless connection, consciously crafted.
• •Social Media Post (Instagram): Image: Close-up of a bracelet on someone's wrist in a natural setting. Carry the spirit of the savanna with you. Our elephant hair bracelets are ethically gathered and meticulously handcrafted by African artisans, honoring ancient traditions and supporting vital conservation efforts. Feel the connection. #JustElephant #EthicalJewelry #AfricanCraftsmanship #ConservationStory #WearWithMeaning
• •Product Description Snippet: This [Product Name] bracelet features genuine elephant hair, sourced in full compliance with conservation ethics and CITES regulations. Hand-braided by skilled artisans, it embodies centuries of tradition, believed to bring luck and protection to the wearer. By choosing Just Elephant, you directly support local communities and the preservation of Africa's majestic elephants.
• •Email Marketing Subject Line: A Story of Heritage & Hope in Every Strand. Body Teaser: Explore our new arrivals, ethically crafted to honor tradition and empower conservation. Discover jewelry that tells a story...
• •About Us Page Excerpt: At Just Elephant, our journey began with a deep reverence for African wildlife and culture. We are committed to offering authentic, handcrafted jewelry that not only embodies timeless traditions but also champions the ethical treatment of animals and the sustainability of their natural habitats. Every piece tells a story of respect, resilience, and our unwavering dedication to elephant conservation.