BLACK. Is The Foundation Of Our Brand's Identity.
The ‘BLACK. by Joy’ Brand
BLACK. is not only a colour but as a powerful concept, representing strength, sophistication and embodiment of infinite possibilities.
BLACK. is the absence of colour, but also the presence of all colours combined, a symbol of unity and diversity and can complement any other colour. It is the canvas upon which all hues come alive – like our creations which are for all people.
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We proudly incorporate BLACK. as a classic timeless theme and its essence into every aspect of what we do. Taking a bold and innovative approach, to positively redefine the perception of BLACK. by unveiling its true potential and to vibrantly express and elevate the ordinary, into the extraordinary.
01. Outer Beauty
Joy knows that beauty is all about balance. BLACK. and white, day and night, inner
and outer body. Our signature product ‘BLACK. by Joy' is a set
of two anti-ageing serums, one for the day and the other for the night, to be applied to your outer
body. They are natural, vegan, and GM-free with one of our potent ingredient, black seed
oil. Our day serum will help you to enhance your natural beauty by reducing dry, dull
and wrinkled skin. Our night serum will help your skin restore and regenerate while
you sleep. BLACK. by Joy anti-ageing beauty serum comes packaged in a lovely
keepsake BLACK. Beauty Box, which can be upcycled and used again.
02. Inner Beauty
Joy will address inner beauty initially by writing a regular bullet point blog,
newsletter and podcast. It will focus on the three pillars of health, 'Sleep',
'Nutrition' and 'Exercise' featuring tried and tested products, together with
interviews with experts. You can access these by signing up for our blog, podcast and
newsletter, so you can customise your own ‘HealthStyle’, to optimise your Sleep,
Eat and Move. At a later date, we will produce BLACK. beauty boxes each
with two to three key products in each pillar of health.
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‘BLACK. by Joy’ Newsletter – Sign Up
‘BLACK. by Joy’ Blog – Sign Up
‘BLACK. by Joy’ Podcast - Follow
Brand Philosophy
BLACK. is the foundation of our brand's identity. BLACK. stands out only as a colour but as a powerful concept, which we proudly incorporate its essence into every aspect of what we do. In a world where BLACK. has often been unfairly linked to darkness and negativity, we have decided to take a bold and innovative approach, to positively redefine the perception of BLACK. by unveiling its true potential, embracing it wholeheartedly and turning it into our edge. BLACK. is not merely the absence of colour, but the presence of all colours combined, a symbol of unity and diversity. It is the canvas upon which all hues come alive, creating harmony and contrast in the tapestry of life.
Core Values
Holistic Health
Ethical & Sustainable
Progressive Transformational Learning
About BLACK.
Redefining BLACK.
BLACK. represents strength, resilience, sophistication and embodiment of infinite possibilities. BLACK. is classic and timeless representing the beginning and the end of time. We are inspired by the elegance of a little black dress and the classic black suit, as these wardrobe staples are timeless, versatile, and effortlessly stylish. BLACK. can complement any other colour. It can be a backdrop for vibrant expression and elevate the ordinary into something extraordinary.
Product
Design.
Our products are carefully crafted with BLACK. as the central theme. They embody the simplicity, sophistication, quality, style, and versatility that BLACK. represents, offering products and experiences that stand the test of time. Whether they be beauty, accessories, or home decor, our designs use BLACK. as a canvas to highlight the uniqueness of each piece. We encourage our clients to use BLACK. as a canvas for self-expression, by using our product to tell their story, boldly. Much like the striking contrast of white text on a black page, black provides a powerful platform to highlight our client's unique personality and individuality
Vision
At the heart of our brand’s vision lies a profound ‘ikigai’ or purpose – to
revolutionise the perception and significance of the word BLACK. We are dedicated to elevating BLACK. from its historical negative connotations through a transformative journey by focusing and highlighting the positive meaning of BLACK. which extends beyond its literal or primary definition. Our emphasis is not solely on financial gain but on the profound impact we can make by creating ‘meaning’ through our brand.
Mission
Our mission is to empower men and women across the globe to embrace their
natural health, beauty and vitality, fostering a sense of sophistication and
classical elegance that transcends the constraints of time and age.
Mantra
BLACK.
Significance, Health & Wealth!
Colour Symbolism
We aim to highlight the positive colour symbolism of BLACK. by using adjectives such as 'prestige', 'classical elegance' and 'sophistication', which is illustrated in the products we create.
Social Responsibility
BLACK. is a colour that transcends boundaries, bridging cultures, and fostering inclusivity. Our brand champions diversity and equality, celebrating the beauty of differences, while recognising our shared humanity. Just as BLACK. encompasses all colours, we embrace diversity and equality in all walks of life.
Environmental Responsibility
We are committed to sustainable, eco and animal-friendly practices in our production processes, ensuring that the positive impact of our brand extends beyond just aesthetics.
Empowerment Through Transformation
Our brand empowers individuals to transform their lives through the strength and resilience symbolised by BLACK.. Our products and initiatives aim to inspire positive change and personal growth. We invite you to join us on this
transformative journey, where BLACK. is not just a colour, but a source of inspiration and boundless possibilities. Together, we will redefine the narrative, one shade at a time.