Brand Tone

aspirational, confident, and carefree

Brand Values

• •Timelessness and Quality
• •Uniqueness and Innovation
• •Sustainability
• •Body Positivity and Empowerment
• •Authenticity and Storytelling

Best Practices

• •Embrace the 'Endless Summer' Vibe: All copy should evoke feelings of warmth, freedom, and happiness. Use descriptive language that transports the reader to a sunny, carefree place.
• •Champion Body Positivity: Always use inclusive and empowering language. Celebrate diversity and avoid any messaging that could be perceived as promoting a single body type.
• •Highlight Quality and Durability: Consistently mention the high quality of the materials and the timelessness of the designs. This reinforces the brand's commitment to creating long-lasting pieces.
• •Tell a Story: Frame products within a narrative. Connect the swimwear to memories, adventures, and personal stories to create a deeper emotional connection with the customer.
• •Be Authentic and Confident: The brand's tone is bold and self-assured. The copy should reflect this by being direct, and unapologetic, and celebrating the uniqueness of both the brand and its customers.

Social Perception

The public and customer perception of 38 GRAUS is overwhelmingly positive. The brand is seen as a successful Portuguese swimwear line that has managed to create a strong identity in a competitive market. Customers who choose 38 GRAUS are perceived as those who appreciate unique designs and are not afraid to be seen. The brand's focus on quality, sustainability, and body positivity resonates well with its target audience. The expansion into the Spanish market and collaborations with local influencers further solidify its growing international appeal.

Copy Examples

• •Endless Summer, Endless Confidence. Our new collection is here to make every day feel like a vacation. Dive into vibrant colors and timeless designs that celebrate you.
• •Your Story, Your Swimwear. Every mark, every curve tells a part of your unique story. Wear it proudly. Our swimwear is designed to be a part of your next chapter.
• •Sustainably Made for Sun-Kissed Days. Look good and feel good knowing your new favorite bikini is made with love for you and the planet. Explore our latest eco-friendly collection.
• •Dare to be Seen. Life’s too short for boring bikinis. Stand out this summer with our hand-drawn prints and bold designs.
• •The Feeling of Freedom. Salty hair, sun on your skin, and the perfect bikini. Experience the ultimate freedom with our comfortable and stylish swimwear.