Brand Tone

friendly, humorous, and socially conscious, balanced with a serious and transparent tone when discussing social impact, charity work, and ethical production.

Brand Values

• •Social Responsibility
• •Ethical & Sustainable Production
• •High Quality & Durability
• •Creativity & Innovation

Best Practices

• •Lead with Humour, Follow with Heart: Capture attention with witty, pop-culture-relevant copy, then seamlessly transition to the more serious message about the brand's social and ethical commitments.
• •Be Transparent and Specific: Instead of just saying "we donate to charity," specify the amount or percentage, like "50% of profits" or "£5 from every sale," and name the charities. This builds trust and credibility.
• •Emphasize "Ethically Made in the UK": This is a strong differentiator. Highlight it to appeal to customers who are conscious of labour practices and want to support local production.
• •Showcase the Quality: Use words like "premium," "made to last," and "high-quality" to counteract the perception of novelty items being disposable and to justify the price point.
• •Incorporate User-Generated Content (UGC): Actively encourage and feature customers wearing their products. This provides social proof and reinforces the community and fun-loving aspect of the brand, making the marketing feel more authentic.

Social Perception

fun, ethical, and trustworthy, with high-quality products. Customers appreciate the brand's commitment to social and environmental issues, perceiving their purchases as contributing to good causes. Designs are seen as unique and popular, and local UK production resonates well.

Copy Examples

• •This year, be the talk of the office party for the right reasons. Our new [Pop Culture Reference] jumper is here to sleigh. Ethically knitted in the UK and 50% of profits go to charity. Look good, feel good, do good.
• •Ever wonder how your favourite quirky knit gets made? It's not magic, but it is ethical! Every jumper is made right here in Manchester by a team paid a fair living wage. Swipe up to see the process and meet some of the makers!
• •We are NOTJUST. a clothing brand. We are a social enterprise. We believe in fashion that feels good and does good. That’s why our knitwear is sustainably made in the UK and helps raise thousands for charity. Wear your values.
• •From work-from-home comfort to being the life of the party. Our jumpers are versatile. And the best part? Every purchase supports incredible causes. #NotJustAChristmasJumper #OOTD #Charity
• •Thanks to you, we've just passed the £100,000 mark for charitable donations! Your love for our quirky knits has helped support [Charity A], [Charity B], and more. See the impact you've made and check out our new collection.