Brand Tone

warm, gentle, conscious, and natural. It’s also aspirational in its promotion of a harmonious and balanced lifestyle connected to nature.

Brand Values

• •Sustainability
• •Ethical Production
• •Nature and Harmony
• •Quality and Craftsmanship
• •Family and Connection
• •Simplicity and Minimalism

Best Practices

• •Emphasize Natural Elements: Consistently use words like "organic," "natural," "linen," "cotton," "earthy," "breathable," and "plant-based" when describing products and materials.
• •Highlight Ethical and Sustainable Practices: Regularly mention "handmade," "sustainably sourced," "eco-friendly," "zero-waste," "GOTS-certified," and "consciously made" to reinforce these core values.
• •Use Warm and Emotive Language: Incorporate words that evoke feelings of care, love, gentleness, harmony, and connection to family and nature.
• •Maintain a Gentle and Calm Voice: Avoid overly aggressive sales language or jarring slang. Keep the tone soothing, inviting, and slightly aspirational, reflecting a mindful lifestyle.
• •Focus on Quality and Timelessness: Speak to the durability, craftsmanship, and classic style of the garments, suggesting they are pieces to be cherished rather than quickly discarded.

Social Perception

Customers and partners (like retailers) perceive roeandjoe as a brand committed to high-quality, natural, and ethically produced clothing. It's seen as a purveyor of sustainable fashion, appealing to consumers who value eco-consciousness and craftsmanship. The aesthetic is perceived as gentle, beautiful, and connected to a mindful way of living.

Copy Examples

• •Drape them in nature's best. Our organic linen rompers are crafted with love and respect for the planet, perfect for your little one's gentle skin and big adventures.
• •Find your calm. Our women's collection, made from pure, breathable fabrics, invites moments of peace and harmony into your everyday. Consciously created, beautifully worn.
• •More than just clothes, it's a promise. A promise of eco-friendly materials, ethical hands crafting each piece, and a style that’s as timeless as nature itself. roeandjoe – wear your values.
• •From our hands to yours, with care. Discover the soft touch of our GOTS-certified organic cotton, designed for comfort, play, and a healthier world for generations to come.
• •Embrace the beauty of simplicity. roeandjoe brings you minimalist designs and natural textures that speak to a life lived in balance and connection. Explore our world of sustainable fashion.