Brand Tone

Aspirational, sophisticated, and effortlessly cool, blending French Riviera luxury with a relaxed, playful vibe. The language is evocative, confident, and highlights innovation and responsibility, selling a lifestyle of luxury, travel, and deep appreciation for the sea.

Brand Values

• •Luxury and Quality
• •Sophistication and Style
• •Connection to the Sea
• •Sustainability and Innovation
• •Exclusivity and Aspiration

Best Practices

• •Every piece of copy should echo the brand's origin story—the Saint-Tropez heritage, the family legacy, and the deep connection to the sea. This creates an authentic and compelling brand identity.
• •Consistently use words and phrases that evoke feelings of luxury, sophistication, and leisure. Terms like "effortless," "refined," "essence," and "spirit of the sea" reinforce the brand's aspirational positioning.
• •Actively communicate the brand's commitment to eco-friendly practices and innovative materials. This is a key differentiator and a powerful value proposition for the modern luxury consumer.
• •Ensure that the tone of the copy is always aligned with the visual branding. The chic, clean, and aspirational imagery on social media and the website should be matched by equally polished and sophisticated text.
• •While the brand is luxurious, it also has a playful side. The copy should exude confidence and a touch of the carefree spirit of a seaside holiday, making the luxury feel accessible yet exclusive.

Social Perception

Bain De Mer is perceived as a high-end, desirable brand for those seeking or aspiring to a luxurious, jet-setting lifestyle. Customers are drawn to its unique French Riviera story, quality, and commitment to sustainability through innovative, eco-friendly materials, positioning it as a leader in luxury resort wear.

Copy Examples

• •Dive into the essence of Saint-Tropez. Our new collection, crafted from innovative recycled marine plastics, offers more than style—it’s a promise to the sea. Experience unparalleled comfort and a flawless fit. This isn't just swimwear; it's a statement. #BainDeMer #LuxuryOfTheSea
• •Effortless elegance is woven into every thread. Our Japanese neo-linen is designed for the discerning individual who values both luxury and practicality. Stay cool, chic, and wrinkle-free from the yacht to the shore. #EffortlessElegance #SaintTropezStyle
• •From the shores of Saint-Tropez to the heart of the city. Bain De Mer brings a lifestyle of sophisticated leisure to you. Discover our collection of men's and women's resort wear and embrace the spirit of the sea. [Link to website] #BainDeMerLifestyle #GlobalNomad
• •(Scene: A montage of stylish people wearing Bain De Mer in beautiful coastal locations) Voiceover: Some chase trends. We define them. Inspired by the sea, crafted for the modern voyager. Bain De Mer. (Text on screen: The feeling of an endless summer) #BainDeMer #ResortWear #TravelInStyle
• •More Than a Brand, It's a Lifestyle. Discover the Bain De Mer philosophy of quality, sustainability, and the timeless allure of the sea. [Shop Now]