Brand Tone

Artistic & Creative, Passionate & Purpose-Driven, Playful & Joyful, Approachable & Authentic, Conscious & Responsible

Brand Values

• •Creativity & Innovation
• •Nature & Environment
• •Sustainability & Responsibility
• •Empowerment & Beauty
• •Authenticity & Craftsmanship
• •Connection & Heritage

Best Practices

• •Develop a Brand Voice Chart: Create an internal document that clearly defines the brand's personality traits (e.g., Playful, Passionate, Artistic, Conscious), provides "This, Not That" examples for tone, and lists key messaging pillars (e.g., Nature Inspiration, Sustainability, Handcrafted Quality). This ensures anyone writing for the brand has a clear reference.
• •Always Weave in the "Why": Beyond describing the product, infuse the brand's origin story (Lot28 in Maine) and its commitment to nature and sustainability into the narrative. This emotional connection reinforces values and differentiates the brand.
• •Embrace Playful Sophistication: Balance the joyful, colorful aspects of the "Jelly" line with the more artistic and sophisticated elements of their nature-inspired fine jewelry. Use vibrant, descriptive language for the former and more evocative, elegant prose for the latter, while maintaining an overarching authenticity.
• •Speak Directly to Your "Girl": As mentioned in an article, Lot28 designs for "their girls" to feel beautiful and empowered. Use inclusive, encouraging, and slightly informal language (where appropriate, like social media) that resonates with this target audience. Make them feel part of a community.
• •Highlight the "Handmade" and "Responsible" Aspects Consistently: Ensure that terms like "handmade," "artisan-made," "responsibly sourced," "sustainable methods," and "NYC studio" are regularly and naturally integrated into product descriptions, social media captions, and about sections to reinforce these core values.

Social Perception

Innovative and Unique, Eco-Conscious and Ethical, Artistically Inspired, Community-Focused (Emerging), Positive and Playful

Copy Examples

• •Instagram Post (Showcasing a new Jelly ring): Dive into a pop of color! 🌊✨ Our new [Color] Jelly Ring is handcrafted with love and a sprinkle of ocean magic. Inspired by the vibrant hues of coral reefs, each piece is a tiny reminder to protect the beauty around us. Wear your joy, wear your values. #Lot28Design #JellyJewelry #SustainableStyle #HandmadeNYC #NatureInspired
• •Website Product Description (for a nature-inspired necklace): The ‘Kelp Forest’ Charm Necklace: A delicate dance of sterling silver and ethically sourced gems, capturing the fluid beauty of underwater worlds. Each charm is 3D printed from our original designs and meticulously hand-finished in our NYC studio. More than just jewelry, it’s a piece of art that whispers tales of the sea and our commitment to preserving it. Carry a piece of nature’s poetry with you.
• •TikTok Video Script (Founder GRWM): Hey everyone, Jocelyn here! Getting ready for a day at the Lot28 studio. ✨ Today I’m stacking my favorite Jelly Hoops with our new ‘Tide Pool’ charm – what do you think of this combo? Each piece we make is a little nod to the incredible planet we share. Let's make conscious choices look beautiful! #Lot28 #GRWMjewelry #SustainableFashion #NYCDigner #JellyRings #EcoChic
• •Email Newsletter Snippet (Announcing a new collection): Inspired by the quiet strength of ancient forests, our new ‘Terra Firma’ collection has arrived. Discover earthy tones and organic forms, all responsibly crafted to bring you closer to nature. At Lot28, we believe in jewelry that not only adorns but also tells a story of connection and care for our planet. Explore the collection and find a piece that resonates with your wild heart.
• •Facebook Ad (Targeting eco-conscious consumers): Jewelry with a Conscience. ✨ Lot28 designs are inspired by the beauty of the natural world and brought to life through sustainable practices in our NYC studio. From our iconic, playful Jelly rings to intricately detailed, nature-themed charms, discover unique pieces that let you express your style and your values. Shop small, dream big, and wear the change. #Lot28 #EthicalJewelry #SustainableLuxury #MadeInNYC #ShopConsciously