Brand Tone

Playful and Humorous, Friendly and Approachable, Innovative and Creative, Committed and Passionate, Adventurous and Inspiring

Brand Values

• •Sustainability
• •Innovation
• •Community
• •Making Life Easier (Practicality & Functionality)
• •Style and Fun
• •Authenticity and Transparency

Best Practices

• •Embrace the Monkey: Use the “Sajú monkey” persona and related terms (“troop,” “monkey tail,” “MonkeyGrip”) playfully and consistently where appropriate to reinforce brand identity and its playful nature.
• •Speak from “Us” (Los de Sajú): Adopt a friendly, direct, and enthusiastic voice, as if the founders are speaking. Share behind-the-scenes insights and be transparent about processes and challenges.
• •Highlight the “Why”: Always connect products back to the core values of sustainability, innovation, and community. Explain the impact of choosing Sajú (e.g., “10 bottle caps saved from landfill”).
• •Use Vibrant and Action-Oriented Language: Reflect the brand’s energy with dynamic verbs and colorful descriptions. Encourage adventure, creativity, and participation (e.g., “Join the experience,” “Táchalo your goals”).
• •Keep it Real and Relatable: Incorporate humor and everyday situations. Acknowledge the journey of entrepreneurship and the pursuit of a more sustainable lifestyle in a way that resonates with the audience.

Social Perception

Sajú is widely perceived as a pioneering Colombian brand that successfully merges fashion with sustainability. They are seen as innovative and 'cool,' particularly due to their unique product offering made from recycled materials and the engaging 'Sajú Experience.' The founders, 'Los de Sajú,' have cultivated a relatable, energetic, and somewhat aspirational image, especially resonating with a younger, conscious consumer base in Colombia and increasingly, internationally. The brand is trusted for its genuine commitment to environmental and social causes, enhancing its credibility. Sajú is often associated with a positive, adventurous, and creative lifestyle, reflecting the personalities of its founders and the brand's marketing.

Copy Examples

• •Headline: Your Adventure. Our Planet. Sajú. Body: Rock your look and recycle right. Our gear isn't just made; it's made with purpose—from 10 recycled bottle caps to your new favorite sunnies. Look good, do good, feel unstoppable. #SajúStyle #SustainableAdventure
• •Headline: Tired of Boring? So Were We. Body: That's why Sajú turned everyday waste into eye-catching accessories. Get a grip with our MonkeyGrip straps and see the world differently through lenses made of good choices. Join the Sajú troop!
• •Headline: From Trash to Trend: The Sajú Experience. Body: Don't just buy glasses, create them! Bring your plastic caps to our store and watch the magic happen in 20 minutes. Personalized. Sustainable. Uniquely you. What will your Sajú story be?
• •Headline: "Táchalo!" (Cross it off!) Your List. Our Gear. Body: Inspired by "Los de Sajú" to live boldly? We've got the accessories to match. Durable, stylish, and eco-friendly, so you can focus on your next challenge, not losing your glasses. #LosDeSajú #LiveTheList
• •Headline: The Sajú Vibe: More Than Just Accessories. Body: It's about community, creativity, and caring for Colombia (and the world!). Every Sajú piece supports local artisans and a cleaner planet. Wear the change.