Brand Tone

gentle, soothing, reassuring, and aspirational. It's also natural, minimalist, and caring.

Brand Values

• •Well-being: Prioritizing mental and physical relaxation and good sleep.
• •Naturalness: Emphasizing natural ingredients and gentle solutions.
• •Self-care: Encouraging customers to take time for themselves and invest in their peace of mind.
• •Serenity/Tranquility: Creating products and an atmosphere that promote a calm state.
• •Simplicity/Minimalism: Reflected in their product design, website aesthetic, and straightforward approach to relaxation.
• •Gentleness: A soft, non-intrusive approach to well-being.

Best Practices

• •Develop a Brand Voice Guide: Document Calmée's specific tone (gentle, soothing, aspirational, natural), key vocabulary (e.g., "serenity," "tranquility," "gentle," "natural," "restful"), and phrases to avoid (e.g., overly aggressive sales language, complex jargon). This ensures anyone writing for the brand stays consistent.
• •Emphasize Benefits, Not Just Features: Focus on how the products make the customer *feel* (e.g., "Wake up refreshed and revitalized" rather than just "Contains essential oils"). Connect with the emotional desire for peace and well-being.
• •Use Soft and Evocative Language: Employ words that create a sense of calm, comfort, and nature. Think "whispers," "cocoon," "gentle embrace," "serene." The imagery should be mirrored in the words.
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure that the calming, minimalist visual identity of the brand is complemented by equally gentle and uncluttered copy. Short sentences, ample white space, and a soft color palette in text presentation can enhance this.
• •Engage with Empathy and Understanding: When interacting with customers (comments, DMs, reviews), maintain the caring and reassuring tone. Acknowledge their needs for relaxation and well-being, reinforcing that Calmée is there to support that journey.

Social Perception

aims to be perceived as a provider of natural, effective solutions for better sleep and relaxation. The aesthetic and tone are designed to evoke trust and a sense of calm.

Copy Examples

• •Product Description (Pillow Mist): "Drift into a world of tranquility. Our 'Douce Nuit' pillow mist, crafted with a delicate blend of lavender and chamomile, gently kisses your pillow, inviting serene dreams and a deeply restful sleep. Embrace the calm."
• •Instagram Post (Image: cozy bed setting): "Your sanctuary awaits. Create a haven of peace in your bedroom with our calming essentials. Because a good day starts with a truly calmée night. ✨ #CalmeeFR #RituelDeSommeil #BienEtreNaturel"
• •Email Subject Line: "Find Your Moment of Calmée Today" Email Body Snippet: "In the gentle rhythm of life, find a pause. Discover our latest collection, designed to soothe your senses and nurture your well-being. Natural, peaceful, uniquely yours."
• •Website Banner: "Calmée: Your nightly ritual for serenity and restorative sleep. Natural solutions, gently delivered."
• •Social Media Ad Copy: "Tired of restless nights? Let Calmée guide you to peaceful slumber. Our natural sleep aids are designed to help you unwind and wake refreshed. Tap to explore gentle tranquility."