Brand Tone

Playful & Whimsical, Chic & Sophisticated, Joyful & Vibrant, Feminine, Nostalgic & Retro-Modern, Authentic & Approachable

Brand Values

• •Joie de Vivre (Joy of Living)
• •Individuality & Self-Expression
• •Quality & Craftsmanship
• •Timelessness
• •Creativity & Intuition
• •Feminine Strength & Independence
• •Family

Best Practices

• •Infuse copy with a sense of happiness, optimism, and the pleasure of life. Use vibrant and uplifting language.
• •Maintain an undercurrent of sophistication and elegance. Even when playful, the tone should feel effortlessly stylish, never sloppy.
• •Don't be afraid to use charming, imaginative language and incorporate the brand's iconic motifs (like cats and florals) in a delightful way.
• •Reflect Sophie Mechaly's passion and intuition. The copy should feel genuine and personal, like a conversation with a stylish, trusted friend.
• •Subtly weave in the brand's commitment to lasting style and craftsmanship, appealing to a customer who values pieces that endure beyond trends.

Social Perception

Widely perceived as a brand with exceptionally cute, collectible, and aesthetically pleasing packaging. Perceived as a chic, high-quality Parisian brand that offers a unique, playful, and timeless style.

Copy Examples

• •Parisian gardens in full bloom, captured in flowing silk. Our new floral dress isn't just worn, it's *lived* in. Spin, laugh, and embrace your `joie de vivre`. #PaulAndJoe #ParisianChic
• •Pucker up, darling! Our iconic kitty lipstick is back in a purr-fectly new shade. Add a touch of playful charm to your day and let your smile be your most enchanting accessory. #PaulAndJoeBeaute #CatLipstickCuteness
• •Crafted with precision, designed for life. The Paul & Joe signature shirt: where timeless style meets modern confidence. Because true elegance never shouts. #PaulAndJoeHomme #FrenchCraftsmanship
• •Your skin, but infused with Parisian dewiness. Our Moisturizing Primer creates a canvas of soft, radiant glow, because beauty should feel as good as it looks. Simply you, beautifully enhanced. #PaulAndJoeBeaute #EffortlessGlow
• •Remember the thrill of discovery? Paul & Joe invites you to rediscover the joy in dressing, the fun in beauty, the art of living. Timeless pieces, playful spirits, forever inspired. #PaulAndJoeLifestyle #JoyfulNostalgia