Jungalow - Comprehensive Brand Content Plan
Executive Summary
Jungalow is a lifestyle brand and design inspiration source created by Justina Blakeney that sells bold wallpapers, indoor and outdoor decor, rugs, and art prints designed to “bring good vibes home.” The brand stands out for its commitment to sustainability, community building, inclusion of international artists, and ethical business practices. This content plan leverages emotion-driven copywriting to create authentic connections with Jungalow’s target audience, emphasizing the transformative power of their products while reinforcing their core brand values. With a strategic focus on both indoor and outdoor living spaces, this plan provides a framework for emotionally resonant content that drives engagement across all channels while remaining true to Jungalow’s distinctive aesthetic and mission.
1. Primary Emotional Gut Checks
1.1 “Your Home Is Waiting To Exhale”
Emotional trigger: Relief/Liberation
This gut check taps into the feeling that many living spaces feel constrained, sterile, or lacking personality. Jungalow’s products offer a way to let your home “breathe” with natural elements and bold expressions that release its true potential. The textured patterns, organic shapes, and nature-inspired designs create spaces that feel alive and vibrant—like taking a deep, satisfying breath after holding it too long.
1.2 “Every Purchase Plants Roots Beyond Your Walls”
Emotional trigger: Pride/Purpose
This gut check emphasizes the tangible impact of choosing Jungalow—with two trees planted for every purchase through Trees for the Future, customers aren’t just decorating their homes; they’re actively participating in global sustainability efforts. Each pillow, wallpaper, or outdoor planter becomes more than a beautiful object—it’s a contribution to a greener planet that continues to grow long after the purchase is made.
1.3 “Bring The Wild Into Your Outdoor Sanctuary”
Emotional trigger: Escape/Rejuvenation
This gut check speaks directly to Jungalow’s outdoor product line, highlighting how their distinctive patterns and natural materials transform ordinary patios, balconies, and yards into personal retreats that feel both wild and welcoming. The tactile textures of their outdoor pillows, the earthy colors of their planters, and the playful patterns of their outdoor rugs create spaces where you can feel the tension melt away as you reconnect with nature—even in urban environments.
1.4 “Bold Spaces Create Bold Lives”
Emotional trigger: Transformation/Empowerment
This gut check suggests that transforming your living space with vibrant, confident design choices has a direct impact on how you live and feel in your daily life. Jungalow’s distinctive patterns and colors don’t just brighten your walls—they energize your mindset, inspire creativity, and embolden you to embrace more color and joy in all aspects of life. The rich textures and global influences in their designs spark conversations, inspire new ideas, and create environments where bold thinking flourishes.
1.5 “Your Walls Tell Your Story”
Emotional trigger: Self-expression/Authenticity
This gut check connects home decor choices to personal identity, positioning Jungalow products as tools for authentic self-expression rather than mere decorative items. Unlike mass-produced, generic decor, Jungalow’s artist-designed pieces reflect a global perspective and individual creativity that helps customers express their unique journeys, values, and personalities through their living spaces.
2. 30-Day Content Calendar
Email Campaigns
Week 1: “Breathe Life Into Your Space” Campaign (Spring Launch)
Primary emotional hook: Relief/Liberation
Email 1: Subject line: “Is Your Home Holding Its Breath?” Focus on how Jungalow’s natural elements and bold designs can transform stagnant spaces into vibrant, breathing environments. Feature customer before/after transformations with spring-inspired refreshes using Jungalow’s newest patterns and textures.
Week 2: “Global Artistry At Your Fingertips” Campaign
Primary emotional hook: Connection/Discovery
Email 2: Subject line: “The World’s Creativity Is Knocking At Your Door” Highlight international artists behind Jungalow designs, sharing their stories and inspirations. Emphasize how each purchase supports a global creative community, with specific spotlights on artists from different regions and their unique techniques and influences.
Week 3: “Outdoor Sanctuary” Campaign
Primary emotional hook: Escape/Rejuvenation
Email 3: Subject line: “Your Wild Retreat Is Just Steps Away” Focus exclusively on outdoor products, showcasing how Jungalow’s distinctive patterns and natural materials can transform any outdoor space—from tiny balconies to spacious backyards—into personal sanctuaries. Include practical tips for creating outdoor spaces that feel like natural extensions of the home, with seasonal styling advice for spring/summer entertaining.
Week 4: “Your Home, Your Impact” Campaign
Primary emotional hook: Pride/Purpose
Email 4: Subject line: “Two Trees With Your Name On Them” Focus on Jungalow’s sustainability commitment, featuring stories and images from Trees for the Future partnership. Include a counter showing total trees planted to date, testimonials from communities benefiting from the program, and information about sustainable materials used in Jungalow products.
Week 5: “Design Your Life” Campaign
Primary emotional hook: Transformation/Empowerment
Email 5: Subject line: “Bold Walls Lead To Bold Lives” Explore how customers’ lives have changed after transforming their spaces with Jungalow products. Include testimonials and lifestyle imagery showing the emotional impact of vibrant living spaces, with a call for customers to share their own transformation stories for a chance to be featured.
Instagram Posts
Week 1
Post 1: “Monday Exhale” Primary emotional hook: Relief/Liberation Image: Bright, airy room with Jungalow wallpaper and plants, showing textural details Caption: “Your home has been holding its breath. Let it exhale with designs that bring nature indoors. Feel the texture, breathe in the colors. 🌿 #MondayTransformation #JungalowStyle”
Post 2: “Creator Spotlight” Primary emotional hook: Connection/Discovery Image: International artist in their studio working on Jungalow designs Caption: “Every pattern tells a story. Meet Amara, the hands and heart behind our newest collection. Her childhood in Marrakech inspires these intricate patterns that now bring joy to homes worldwide. 🌍✨ #GlobalArtistry #JungalowCreators”
Week 2
Post 3: “Outdoor Oasis” Primary emotional hook: Escape/Rejuvenation Image: Small urban balcony transformed with Jungalow outdoor pillows, planters, and rug Caption: “You don’t need a passport to escape. Your wild sanctuary is just outside your door. How would you transform your outdoor space with these new pieces? 🌱🍃 #OutdoorSanctuary #JungalowOutdoors”
Post 4: “Growth Report” Primary emotional hook: Pride/Purpose Image: Visual representation of trees planted through purchases Caption: “This month alone, your purchases have planted 1,500 trees. Your walls are changing the world, one beautiful room at a time. 🌱 #GrowthBeyondWalls #JungalowImpact”
Week 3
Post 5: “Bold Choice, Bold Life” Primary emotional hook: Transformation/Empowerment Image: Customer in their Jungalow-designed space looking confident and creative Caption: “When your space speaks your truth, so do you. @JungalowLover transformed her studio with our Cosmic Desert pattern and says her creativity has ‘exploded’ since. How has your bold space changed how you live? 💫 #BoldSpacesBoldLives #JungalowTransformation”
Post 6: “Outdoor Entertaining” Primary emotional hook: Connection/Community Image: Beautifully styled outdoor dining space with Jungalow tableware and textiles Caption: “Set a table that starts conversations. Our new outdoor collection turns simple gatherings into memorable experiences. Tag someone you’d invite to this table. 🍽️🌿 #OutdoorGatherings #JungalowEntertaining”
Week 4
Post 7: “Wall Stories” Primary emotional hook: Self-expression/Authenticity Image: Close-up of distinctive Jungalow wallpaper in a customer’s home Caption: “Your walls can whisper or they can sing. This pattern tells the story of @JungalowHome’s travels through Southeast Asia and their love of botanical gardens. What story are your walls telling? 🎨 #WallStories #AuthenticSpaces”
Post 8: “Breathe In, Breathe Out” Primary emotional hook: Relief/Liberation Image: Before/after of a transformed space using Jungalow products Caption: “From holding its breath to exhaling joy. Feel the difference in energy between these spaces. The textures, the colors, the life! Swipe to see the before. ↔️ #RoomToBreath #JungalowMagic”
Week 5
Post 9: “Global Threads” Primary emotional hook: Connection/Discovery Image: Map showing origins of different Jungalow design influences Caption: “Your home connects you to artisans across six continents. Every purchase weaves you into a global tapestry of creativity and craftsmanship. Explore the world through design. 🧵🌏 #GlobalThreads #ConnectedCreativity”
Post 10: “Roots & Branches” Primary emotional hook: Pride/Purpose Image: Beautiful visualization of customer impact through tree planting Caption: “Your Jungalow home extends far beyond your walls. Two trees at a time, you’re growing a forest of change. Together we’ve planted 75,000 trees and counting. 🌳🌳 #RootsAndBranches #JungalowForest”
User-Generated Content Opportunities
“My Jungalow Sanctuary” Monthly Feature
Invite customers to share photos of their Jungalow-styled spaces (both indoor and outdoor) using #MyJungalowSanctuary. Select one indoor and one outdoor space each month to feature on Instagram and in email newsletters, with a $100 gift card for the winners.
“Transformation Tuesday” Series
Encourage customers to share before/after photos of spaces transformed with Jungalow products. Feature the most dramatic transformations on Instagram Stories every Tuesday, tagging the customers and sharing their stories.
“Global Jungalow Community” Map
Create an interactive map on the website where customers can pin their Jungalow spaces, creating a visual representation of the global community. Feature selected spaces from different regions in social media posts and email content.
3. Target Audience Segments & Emotional Triggers
3.1 Conscious Decorators
Demographics: 25-65, environmentally conscious, middle to upper-middle income Primary values: Sustainability, ethical consumption, global awareness Behavioral patterns: Researches product origins, willing to pay premium for sustainable items, shares purchases on social media with emphasis on ethical aspects Emotional triggers:
- Pride in making purchases with positive environmental impact
- Relief from eco-guilt associated with home decor consumption
- Connection to global sustainability efforts
- Purpose-driven shopping experience
Content approach: Emphasize the Trees for the Future partnership, sustainable materials, and ethical production practices. Share specific impact metrics and stories from communities benefiting from tree planting initiatives.
3.2 Bold Expressionists
Demographics: 22-45, creative professionals, urban dwellers Primary values: Self-expression, uniqueness, artistic appreciation Behavioral patterns: Early adopters of design trends, frequent home refreshers, active on visual social platforms, attend design events and exhibitions Emotional triggers:
- Liberation from conventional design constraints
- Excitement about standing out and making statements
- Authenticity in home environment reflecting personal identity
- Discovery of new artistic influences and styles
Content approach: Showcase the most vibrant and distinctive patterns, highlight artist collaborations, and feature bold room transformations. Create content that positions Jungalow products as conversation starters and expressions of personal style.
3.3 Nurturing Nesters
Demographics: 30-65, family-focused, wellness-oriented Primary values: Creating healthy, harmonious living spaces Behavioral patterns: Research health aspects of products, focus on creating family-friendly environments, value durability and versatility Emotional triggers:
- Relief from sterile, artificial environments
- Comfort from bringing natural elements indoors
- Security in creating spaces that promote wellbeing
- Pride in creating a nurturing environment for loved ones
Content approach: Emphasize the biophilic aspects of Jungalow designs, focus on how natural elements and colors affect mood and wellbeing, and showcase family-friendly spaces that don’t sacrifice style.
3.4 Global Citizens
Demographics: 25-70, well-traveled, culturally curious Primary values: Cultural appreciation, global connection, artisanal quality Behavioral patterns: Travel frequently, collect items from different cultures, value authenticity and stories behind products Emotional triggers:
- Discovery of authentic global design traditions
- Connection to international creative communities
- Curiosity about the stories behind designs
- Pride in supporting international artists
Content approach: Highlight the cultural influences behind patterns, feature artist stories from around the world, and create content that connects products to specific design traditions and techniques.
3.5 Outdoor Living Enthusiasts
Demographics: 30-65, home owners or those with access to outdoor spaces Primary values: Indoor-outdoor living, nature connection, entertaining Behavioral patterns: Invest in outdoor spaces, entertain frequently, seek to extend living areas beyond walls, seasonal refreshes of outdoor areas Emotional triggers:
- Escape from daily stresses through outdoor sanctuaries
- Pride in creating impressive entertaining spaces
- Rejuvenation through connection with natural elements
- Excitement about extending personal style to outdoor areas
Content approach: Provide practical advice for outdoor styling across different space sizes, showcase seasonal outdoor entertaining ideas, and emphasize how Jungalow’s distinctive aesthetic can transform any outdoor area into a personal retreat.
4. Brand Voice Guidelines
4.1 Core Voice Attributes
Vibrant & Playful
- Use energetic, colorful language that mirrors Jungalow’s visual aesthetic
- Incorporate playful phrases and unexpected word combinations
- Embrace exclamation points and emoji that convey enthusiasm (🌿✨🌱💫)
- Example: “Don’t just decorate—celebrate your walls with patterns that dance and colors that sing!”
- Example (outdoor): “Turn your patio from blah to bold with pillows that pop and planters that make your plants the life of the party!”
Authentic & Personal
- Write as if speaking directly to a friend
- Share genuine stories about products, artists, and impact
- Use first-person perspective when appropriate to create connection
- Example: “We believe your home should feel like the most authentic version of you—a space that tells your story without saying a word.”
- Example (outdoor): “We designed this outdoor collection for those moments when you step outside and feel instantly more yourself—more relaxed, more inspired, more alive.”
Purposeful & Conscious
- Highlight the impact and intention behind products
- Use language that acknowledges the thoughtfulness of customers
- Balance aspiration with accessibility
- Example: “Your choice matters—each purchase plants roots of change beyond your walls, growing a forest of possibility with every design decision.”
- Example (sustainability): “These pillows aren’t just filled with recycled materials—they’re filled with purpose. Each one diverts plastic from oceans while supporting artisan communities in coastal regions.”
Globally Inspired
- Respectfully incorporate terms and concepts from global design traditions
- Acknowledge the cultural origins of patterns and techniques
- Celebrate international connections without appropriation
- Example: “This pattern draws inspiration from traditional Moroccan tilework, reimagined through our collaborative design process with artisans in Fez who have practiced this craft for generations.”
- Example (cultural reference): “The indigo dyeing technique used in this outdoor collection comes from a centuries-old tradition in Mali, where our partner artisans have adapted ancestral methods for contemporary designs while preserving their cultural significance.”
4.2 Tone Adjustments by Channel
Email Marketing
- Slightly more personal and conversational
- Use more narrative elements and storytelling
- Direct questions to engage readers
- Example: “Have you ever walked into a room and felt it immediately lift your spirits? That’s the Jungalow effect—and it’s not just in your imagination.”
- Example (outdoor): “Remember that feeling of discovering a secret garden? Your balcony, patio, or yard can create that same sense of wonder and escape—even in the middle of the city.”
- Concise but impactful phrasing
- More liberal use of emoji and hashtags
- Conversational questions to encourage engagement
- Example: “This wallpaper is having a moment, and so will you. 💫 What space would you transform with this pattern? #WallGoals”
- Example (UGC request): “Your Jungalow spaces make our hearts sing! 🎵 Share your outdoor oasis using #MyJungalowSanctuary for a chance to be featured and win a $100 gift card!”
Website Copy
- Balance of inspirational and informational content
- Clear, descriptive language about products while maintaining emotional connection
- Consistent reinforcement of sustainability commitment
- Example: “This pillow brings more than color to your couch—it brings purpose to your purchase, with two trees planted with every order and fabric made from recycled materials.”
- Example (product description): “Our Botanical Dreams outdoor rug doesn’t just define your space—it transforms it. Made from recycled plastic bottles yet soft underfoot, it stands up to weather while bringing your outdoor sanctuary to life with vibrant pattern and texture.”
Customer Communications
- Warm, appreciative tone
- Personalized acknowledgment of their contribution to Jungalow’s mission
- Clear, helpful information delivered with personality
- Example: “Thank you for bringing Jungalow into your home! Your purchase just helped us plant two more trees in our growing forest of change.”
- Example (order confirmation): “Your new outdoor pillows are on their way to transform your space! While you wait, two new trees are being planted thanks to your purchase. We can’t wait to see how you style your outdoor sanctuary—tag us using #JungalowOutdoors!”
4.3 Language Do’s and Don’ts
Do:
- Use vibrant, sensory language that evokes visual and tactile experiences
- Example: “The raised pattern creates a texture you can’t help but touch, while the earthy terracotta color brings warmth you can almost feel.”
- Emphasize transformation, growth, and positive change
- Example: “Watch as your outdoor space evolves from a forgotten corner to your favorite retreat.”
- Acknowledge the emotional aspects of home design
- Example: “These aren’t just pillows—they’re permission to express your boldest self.”
- Balance aspiration with accessibility
- Example: “Creating your own Jungalow sanctuary doesn’t require a complete overhaul—start with one statement piece that makes your heart beat faster.”
- Celebrate the stories behind products and designs
- Example: “This pattern began as a watercolor painting during Justina’s travels through Portugal, inspired by the azulejo tiles that have told stories for centuries.”
Don’t:
- Use generic, corporate language that could apply to any brand
- Instead of: “Quality home decor for your space”
- Use: “Bold, joy-bringing pieces that make your space uniquely, unmistakably yours”
- Focus solely on trends or fashion without deeper meaning
- Instead of: “The hottest pattern of the season”
- Use: “A pattern that connects you to a global tradition while making your space feel undeniably current”
- Overuse technical design terminology that may alienate casual decorators
- Instead of: “Featuring a 12-inch repeat pattern with analogous color scheme”
- Use: “The pattern flows naturally across the fabric, with colors that complement each other while creating visual excitement”
- Make sustainability claims without specific backing
- Instead of: “Eco-friendly materials”
- Use: “Made from 100% recycled plastic bottles, diverting waste from landfills while creating beauty for your home”
- Appropriate cultural terms without proper context or respect
- Instead of: “Exotic tribal pattern”
- Use: “Pattern inspired by traditional Kente cloth, created in collaboration with Ghanaian textile artists”
4.4 Outdoor-Specific Language Guidelines
Sensory Language for Outdoor Products:
- Emphasize weather-resistant qualities with vivid language
- Example: “Colors that stay vibrant under the sun’s gaze, materials that welcome summer showers without fear”
- Use language that connects indoor comfort with outdoor living
- Example: “The softness of your living room meets the freedom of open sky”
- Incorporate seasonal sensory experiences
- Example: “Pillows that stay cool to the touch even on the hottest afternoons, bringing both visual and physical relief to summer days”
Outdoor Living Concepts:
- Frame outdoor spaces as “sanctuaries” and “retreats” rather than just functional areas
- Example: “Transform your balcony from a forgotten space to your daily retreat”
- Use language that emphasizes the extension of personal style beyond walls
- Example: “Your style doesn’t stop at the door—let it flow freely into open air”
- Incorporate concepts of biophilia and nature connection
- Example: “Our outdoor collection helps you create the perfect setting for reconnecting with the natural world, even in urban environments”
5. Content Themes & Series
5.1 “Breathing Spaces” Series
Content focused on the transformative power of bringing nature indoors through Jungalow designs. Features before/after transformations, tips for incorporating natural elements, and the psychological benefits of biophilic design.
Example Content:
- Instagram carousel showing a room transformation with Jungalow wallpaper and decor, with slides explaining how each element contributes to a more “breathable” space
- Email feature on “5 Ways to Help Your Home Exhale” with practical tips for incorporating Jungalow products into different room types
- Blog post interviewing a wellness expert on the psychological benefits of nature-inspired design elements
5.2 “Global Design Journey” Series
Explores the international influences behind Jungalow products, featuring artist spotlights, cultural design traditions, and how these influences are respectfully incorporated into modern home decor.
Example Content:
- Video interviews with international artists collaborating with Jungalow
- Instagram Stories series exploring the cultural origins of specific patterns
- Email feature mapping the global journey of a single Jungalow collection from inspiration to creation
5.3 “Growing Impact” Series
Highlights the environmental and social impact of Jungalow’s business practices, including tree planting initiatives, sustainable materials, and community partnerships.
Example Content:
- Quarterly impact reports showing trees planted and carbon offset
- Instagram posts featuring communities benefiting from Trees for the Future
- Blog posts exploring the full lifecycle of Jungalow products, from sustainable sourcing to end-of-life considerations
- Email features on how customers can extend their sustainability impact beyond purchases
5.4 “Walls That Speak” Series
Showcases customer stories about how Jungalow products have transformed not just their spaces but their daily lives and emotional wellbeing.
Example Content:
- Customer testimonial videos showing how their Jungalow spaces have impacted their mood, creativity, or family life
- Instagram features of customer spaces with captions telling their personal stories
- Blog interviews with customers about their design journeys and the emotional impact of their transformed spaces
5.5 “Bold Living” Series
Provides practical advice for incorporating bold design choices into everyday spaces, making Jungalow’s distinctive aesthetic accessible to various home styles and budgets.
Example Content:
- “Start Small, Go Bold” guide for incorporating Jungalow pieces into more neutral spaces
- Instagram carousel showing the same Jungalow product styled three different ways
- Email feature on “Bold on a Budget” with tips for making impact with even a single Jungalow piece
5.6 “Outdoor Sanctuary” Series
Focuses specifically on creating distinctive outdoor living spaces using Jungalow’s outdoor product line, with practical advice for different space sizes and seasonal considerations.
Example Content:
- Seasonal styling guides for outdoor spaces from tiny balconies to large yards
- Instagram Reels showing quick outdoor space transformations
- Blog posts on “Bringing the Jungalow Vibe Outdoors” with specific product recommendations and styling tips
- Email features on outdoor entertaining with Jungalow products, including table settings and ambiance creation
6. Implementation & Measurement
6.1 Content Success Metrics
- Engagement rates on emotional gut check headlines vs. standard product announcements
- Email open rates and click-through rates for different emotional approaches
- Instagram engagement (saves, shares, comments) on different content themes
- Conversion rates from emotionally-driven content vs. feature-focused content
- Customer feedback and testimonials mentioning emotional connection to the brand
- Volume and quality of user-generated content using campaign hashtags
- Engagement with outdoor-specific content compared to indoor content
6.2 Continuous Refinement
- Monthly analysis of which emotional gut checks generate strongest response
- Quarterly review of audience segment engagement with different content themes
- Ongoing collection of customer stories to inform authentic emotional content
- Regular testing of new emotional approaches while maintaining brand consistency
- Seasonal adjustments to outdoor content based on regional weather patterns and trends
- Bi-annual review of sustainability messaging effectiveness and impact reporting
6.3 Implementation Timeline
Month 1: Foundation & Launch
- Finalize emotional gut checks and core messaging
- Develop content templates for each series
- Launch initial “Breathing Spaces” and “Outdoor Sanctuary” content
- Establish baseline metrics for content performance
Month 2: Expansion & Community Building
- Introduce “Global Design Journey” and “Growing Impact” series
- Launch first UGC campaign with #MyJungalowSanctuary
- Begin collecting customer stories for “Walls That Speak” series
- Analyze initial performance data and adjust approach as needed
Month 3: Refinement & Scaling
- Full implementation of all content series across channels
- Expand UGC initiatives based on initial response
- Develop more detailed segment-specific content approaches
- Create seasonal content calendar for upcoming quarter
6.4 Channel-Specific Implementation
Email Marketing
- Weekly newsletters following the content calendar structure
- Segment-specific email streams based on purchase history and engagement
- Automated welcome series incorporating key emotional gut checks
- Post-purchase emails highlighting impact (trees planted) and inviting UGC
- Daily posts alternating between content series
- Weekly Instagram Lives featuring artist interviews or styling tips
- Bi-weekly UGC features in Stories and monthly features in feed
- Seasonal IGTV/Reels content showing space transformations
Website
- Homepage featuring rotating emotional gut checks with supporting imagery
- Expanded product descriptions incorporating emotional language and impact information
- Dedicated sections for each content series with regularly updated features
- Interactive elements showing sustainability impact and global artist connections
This content plan provides a framework for creating emotionally resonant content that authentically represents Jungalow’s brand identity while connecting with target audiences on a deeper level. By consistently applying these emotional gut checks across channels and adapting the approach based on performance data, Jungalow can strengthen customer relationships and reinforce their position as a purpose-driven lifestyle brand that brings distinctive style to both indoor and outdoor living spaces.