Brand Tone

Playful & Whimsical, Feminine & Chic, Friendly & Accessible, Joyful & Optimistic

Brand Values

• •Individuality & Self-Expression
• •Joie de Vivre / Joy of Living
• •Quality & Craftsmanship (derived from parent brand)
• •Nostalgia & Playfulness
• •Femininity
• •Curiosity & Optimism

Best Practices

• •Embrace Playful Language: Use lighthearted words, puns (sparingly and appropriately, like "purr-fectly"), and a generally cheerful vocabulary. Inject whimsy where it fits.
• •Highlight "Joie de Vivre": Frame product benefits and brand stories around joy, happiness, and the pleasure of self-expression through fashion. Use optimistic and uplifting language.
• •Stay Feminine and Approachable: While chic, avoid overly formal or exclusive language. Keep the tone warm, inviting, and relatable to a fashion-conscious but not overly serious audience.
• •Incorporate Storytelling around Prints and Collaborations: Leverage the unique appeal of iconic motifs (cats, florals) and partnerships. Tell the story behind a design or collaboration to enhance its charm and nostalgic value.
• •Be Visually Consistent with Verbal Tone: Ensure that the copy complements the visual elements used in marketing. If the imagery is bright, colorful, and playful, the text should echo that sentiment. For example, use emojis relevant to the brand (🐾, 🌸, ✨,💖) where appropriate for social media to enhance the playful feel.

Social Perception

Cute & Fun, Youthful & Trendy (but not fast-fashion), Accessible Parisian Chic, Distinctive & Recognizable, Concerns about Sustainability, Good for Gifting/Self-Indulgence

Copy Examples

• •Headline: Pounce into Playfulness! 🐾 Body: Our new collection just dropped, and it's purr-fectly chic! Discover whimsical prints and fresh silhouettes that bring a touch of Parisian fun to your everyday. #PaulAndJoeSisterUSA #PlayfulChic
• •Headline: Blossom into Your Best Self. 🌸 Body: Embrace the joy of spring with our latest floral dresses and tops. Light, airy, and effortlessly feminine – designed to make you smile. Find your new favorite at paulandjoe.us! #JoieDeVivre #FeminineFlorals
• •Headline: Your Daily Dose of Darling. ✨ Body: From charming cat motifs to sweet nostalgic collaborations, PAUL & JOE Sister brings a little bit of magic to your wardrobe. Because fashion should be fun! #CuteAndChic #NewCollection
• •Headline: Effortless Parisian Style, With a Playful Twist. 😉 Body: Who says chic can't be cheerful? Our Sister line blends timeless French elegance with a wink of whimsy. Casual, colorful, and uniquely you. Shop now! #ParisianVibes #PlayfulElegance
• •Headline: Unleash Your Inner Kitten. 💖 Body: Life’s too short for boring clothes! Our latest arrivals are all about fun prints, feel-good fabrics, and finding the joy in getting dressed. Explore the collection and let your playful side shine. #PaulAndJoeStyle #FunFashion