Brand Tone

fun, vibrant, cheeky, quirky, bold, and playful

Brand Values

• •Inclusivity and LGBTQ+ Focus
• •Self-Expression and Confidence
• •Affordability and Accessibility
• •Fun and Vibrancy
• •Community Support

Best Practices

• •Embrace Energetic & Playful Language: Use vibrant adjectives, exclamation points (sparingly), and a generally upbeat and enthusiastic tone. Words like "fun," "cheeky," "vibrant," and "bold" should feel natural.
• •Focus on Empowerment and Self-Expression: Craft messages that encourage wearers to feel confident, proud, and unapologetically themselves. Highlight how the clothing helps them express their individuality.
• •Speak Directly to the LGBTQ+ Community: Acknowledge and celebrate the community. Use inclusive language and references that resonate with their experiences and culture.
• •Keep it Bold and Unapologetic: Don't shy away from being daring and a little provocative, in line with the "fearless" aspect of the brand. The copy should reflect the unique and sometimes "out of the box" designs.
• •Maintain a Sense of Fun and Inclusivity: Even when being bold, ensure the underlying message is welcoming and celebratory. The copy should make people feel like they are part of a vibrant and accepting community.

Social Perception

fashion-forward, unique, and a means of bold self-expression. Catering specifically to the LGBTQ+ community and creating a sense of belonging.

Copy Examples

• •Unleash your inner icon. JJ Malibu: Dress bold. Live louder.
• •Life’s too short for boring clothes. Shop JJ Malibu and make every moment a statement.
• •Your vibe. Your rules. Our gear. JJ Malibu - Fueling your fabulous.
• •From poolside to party, own your look with JJ Malibu. Confidence looks good on you.
• •Dare to be you. JJ Malibu: Celebrating every shade of fabulous in the LGBTQ+ community.