Brand Tone

Joyful and Vibrant, Authentic and Story-Driven, Community-Focused and Empowering, Hopeful and Resilient, Warm and Approachable

Brand Values

• •Community Empowerment
• •Cultural Preservation
• •Social Responsibility/Ethical Practices
• •Joy and Positivity
• •Authenticity and Craftsmanship
• •Resilience

Best Practices

• •Embrace "Chitenge Cheer": Always infuse copy with a sense of joy, vibrancy, and positivity. Use evocative language that reflects the bright and bold nature of the products and their cultural significance.
• •Tell the Makers' Stories: Consistently highlight the artisans behind the products. Share their personal narratives, skills, and how the brand impacts their lives and community. This reinforces authenticity and the human connection.
• •Emphasize Community Impact: Clearly communicate that all profits go back to the community and detail the specific initiatives being supported (e.g., education, skill development). This reinforces the brand's core value of social responsibility.
• •Use Warm, Inclusive, and Uplifting Language: The tone should be welcoming and inspiring. Words like "empower," "celebrate," "joy," "handcrafted," "heritage," and "community" should be staples. Avoid overly corporate or transactional language.
• •Maintain Visual-Verbal Harmony: Ensure that the joyful and vibrant tone of the copy is consistently matched by the imagery used across all platforms. Bright, authentic visuals of the products, the makers, and the Zambian landscape will reinforce the brand message.

Social Perception

Positive and Admirable, Authentic and Heartfelt, Inspirational, Culturally Rich

Copy Examples

• •Headline: Spread the #ChitengeCheer! Brighten Your Home, Empower a Community. Body: Each vibrant Zambezi Joy Society piece is more than just beautiful – it’s a story woven by talented Zambian artisans. Your purchase directly supports their craft and uplifts their community. Bring joy home, make a difference.
• •Headline: From the Banks of the Zambezi, With Love. Body: Discover handcrafted treasures bursting with the bold spirit of Zambia. Our artisans pour their skill and passion into every stitch and design, sharing a piece of their heritage with you. All profits empower their dreams.
• •Headline: Wear a Story. Share the Joy. Body: Our chitenge apparel is a celebration of Zambian culture and resilience. Crafted with joy, each piece carries the warmth of its maker and the promise of a brighter future for their community. Feel good, inside and out.
• •Headline: More Than Decor, It's a Connection. Body: The Zambezi Joy Society brings you handcrafted homewares that tell a tale of tradition, talent, and triumph. Every purchase is a direct investment in the lives of Zambian makers and their families.
• •Headline: The Gift That Gives Back, Beautifully. Body: Looking for a unique gift with soul? Choose Zambezi Joy Society. Our vibrant, artisan-made products spread joy to your loved ones and create lasting positive impact in the heart of Zambia.