Brand Tone

Empathetic, Caring, Community-Oriented, Inclusive, Purpose-Driven, Authentic, Positive, Encouraging, Professional

Brand Values

• •Human Dignity and Respect
• •Inclusion and Participation
• •Support and Empowerment
• •Quality and Craftsmanship
• •Community and Togetherness ("Miteinander")
• •Sustainability (Social, Ecological, Economic)
• •Transparency and Open Communication

Best Practices

• •Always Center the "Why": Remind the audience of the social impact and the people behind the products. Focus on the mission of inclusion and empowerment.
• •Use Inclusive and Respectful Language: Speak about people with disabilities with dignity, focusing on their abilities, talents, and contributions. Avoid pity-based language; instead, highlight skill and purpose.
• •Emphasize "Handmade" and "Unique": Highlight the quality, care, and individuality that go into each product, contrasting with mass-produced goods.
• •Tell Stories: Share brief, anonymized stories or general narratives about the workshops, the artisans (while respecting privacy), and the positive impact of the work. This builds emotional connection.
• •Maintain a Positive and Hopeful Voice: While acknowledging challenges, the overall tone should be optimistic, focusing on achievements, community, and the positive changes enabled by the organization and its supporters.

Social Perception

Respected Social Institution, Advocate for Inclusion, Provider of Unique, Socially Conscious Products, Community-Focused, Trustworthy

Copy Examples

• •More Than Just a Product: Each item in our JoDi Shop is crafted with care in the workshops of Johannes-Diakonie, bringing unique designs to your home while empowering talented individuals with disabilities. Shop with purpose, share the joy.
• •Spark Imagination, Support Inclusion. Our handcrafted wooden toys are built to last, made with love and skill by artisans in our workshops. A gift that gives back in more ways than one.
• •Your Purchase Makes a Difference. When you choose from the JoDi Shop, you're not just buying a beautiful item – you're becoming part of a community that values inclusion, craftsmanship, and the unique contribution of every individual. Discover the stories behind our products.
• •Gifts from the Heart, Made by Hand. This season, give something truly special. Our unique, handcrafted items from the Johannes-Diakonie workshops carry a story of dedication and skill. Find meaningful presents that support a great cause.
• •Unique by Nature, Crafted with Passion. Discover the quality and character of items made outside of mass production. Each piece from our workshops tells a story of individual talent and the joy of creation. Experience the difference at JoDi Shop.