Silk scarves are not only fashionable but, a great way to express a bold pattern of your choosing. Joi is a company that wants women to express their spirit how they want to express their spirit!
Name
The name Joi comes from two words, Joviality & Meraki. Joviality means something that is characterized by joyous humor or a spirit of good fellowship while Meraki means to put something of yourself into something or doing something with soul or creativity. With these two words put together, they create Joi, sounding like the word Joy, but meaning to do something in a good spirit and in your own spirit with creativity or soul. This is what the brand is based firmly on.
Tagline
The tagline for Joi "Brightfully you" is a play-off of rightfully you. But instead of just rightfully these scarves show a brightness in you that shines your personality that is all you. So with this in mind, the word rightfully got a change to brightfully. Now you can show off a design that is brightfully you.
Brand Standards Pages
Check out the full Joi brand standards here:
Collateral
How We Express Ourselves
Website
Check out a prototyped website for Joi here: