Brand Tone

Relaxed, Approachable, Chic, Aspiring, Caring, Comfort-focused, Empowering, Confident, Enthusiastic, and Youthful

Brand Values

• •Comfort & Quality
• •Style & Versatility
• •Self-Care & Wellbeing
• •Customer Connection
• •Accessibility

Best Practices

• •Always Circle Back to "Wear the night, own the day": This core tagline should subtly influence all messaging, emphasizing the 24/7 relevance, comfort, and confidence the brand offers.
• •Highlight Sensory Details: Use evocative language that appeals to the senses, focusing on the softness of fabrics ("buttery-soft," "cloud-like," "silky smooth") and the feeling of comfort and luxury.
• •Maintain an Uplifting and Empowering Voice: Frame products not just as clothing, but as tools for self-care, confidence, and enjoying life's everyday moments, both active and restful.
• •Share user-generated content and engage with comments to build community and trust.
• •Showcase versatility by highlighting how pieces can be worn for sleep, lounging, or light activity, reinforcing the "Wear the night, own the day" concept.

Social Perception

Positive & Appreciative, Emerging & Trendy, Focused on Comfort and Everyday Luxury

Copy Examples

• •#Mid9ightActive #OwnTheDay #ComfortAndStyle
• •😉 #Mid9ight #LuxurySleep #SelfCareRoutine
• •Discover the Mid9ight difference.
• •#FeelGoodFashion #LoungewearLove
• •Slaying in our Serra 3 Piece Satin Set