Brand Tone

Youthful and Trendy, Playful and Engaging, Aspirational yet Accessible, Confident

Brand Values

• •Style Consciousness/Trendiness
• •Self-Expression
• •Community/Engagement
• •Creativity and Innovation

Best Practices

• •Know Your Audience Deeply: Understand their slang (use sparingly and authentically), aspirations, and how they communicate online. Create content that resonates with their interests and pain points.
• •Use Emojis and Youthful Language (Authentically): Incorporate relevant emojis and a slightly more informal, energetic language that aligns with how the target demographic communicates. Avoid overdoing it or forcing slang that doesn't feel natural.
• •Focus on "The Vibe" and Self-Expression: Emphasize how the clothes make the wearer *feel* and how they can be used to express individuality and current moods/aesthetics. Cider is noted for how its clothing makes wearers feel confident and allows self-expression.
• •Be Visually Driven in Text: Even in text-based copy, allude to visuals. Use descriptive words that paint a picture, and always accompany copy with strong, appealing imagery or video, especially on platforms like Instagram and TikTok.
• •Maintain a Consistent Voice Across Platforms, but Adapt the Format: While the core tone remains, tailor the message length, style, and call-to-action to suit each platform (e.g., short and snappy for TikTok, slightly more descriptive for Instagram, community-focused for Facebook). Ensure a mobile-first approach in content creation.

Social Perception

As a Go-To for Current Trends, Youth-Oriented, Digitally Savvy, Philippines-Focused

Copy Examples

• •Instagram Post (New Collection): "🚨 NEW DROP ALERT 🚨 Your refresh just landed! ✨ From 'Angel Energy' pastels to 'Dark Feminine' vibes, find your next OOTD obsession. Tap to shop the look! #iwearjustg #JustGNewIn #PinoyFashion"
• •TikTok Video Caption (Styling Hack): "Weekend mood: ACTIVATED 🚀 Watch how we take this basic tee from 😮 to 😍 with a few JustG staples! What look are you rocking? Duet us! #justgph #StyleHack #TikTokFashionPH #OOTDInspo"
• •Facebook Ad (Sale Promotion): "SALEbrate good times (and even better style!) 😉 Score up to 50% OFF on your fave JustG pieces. Don't walk, RUN to justg.com.ph before it's all gone! 🛍️ #JustGSale #FashionDealsPH #TrendyOnABudget"
• •Website Banner (Homepage): "JustG: Your Vibe, Your Style. ✨ Explore collections made for the moment. Free shipping on orders over P1500! Shop Now!"
• •Email Newsletter Subject Line: "🔥 Heads Up, Trendsetter! Your Next Favorite Outfit is Here..." (Email body would showcase new arrivals and styled looks).