Brand Tone

Supportive, Approachable, and Confident

Brand Values

• •Comfort
• •Affordability
• •Quality
• •Everyday Confidence

Best Practices

• •Focus on the "Feeling," Not Just the "Fix": Instead of solely highlighting what the product "fixes" (e.g., "hides belly fat"), emphasize the feeling it provides (e.g., "feel supported and secure," "move with confidence").
• •Use Approachable and Simple Language: Avoid industry jargon or overly technical terms. The tone is like a friend's recommendation, so the language should be clear, direct, and warm. Use words like "comfortable," "soft," "smooth," and "easy."
• •Champion "Everyday" Scenarios: Frame the products within the context of daily life—wearing to work, running errands, a casual night out—rather than just for glamorous, once-in-a-lifetime events. This reinforces the values of practicality and accessibility.
• •Emphasize "Enhance," Not "Change": The copy should always be body-positive. The message is that Bodyhug products help you enhance your natural figure and feel more confident in your clothes, not that you need to change your body to look good.
• •Maintain a Consistent Visual and Verbal Identity: The clean, minimalist aesthetic of the visuals should be matched by clean, concise copy. Avoid loud, "shouty" headlines or exaggerated claims. The brand’s power is in its subtlety and reliability.

Social Perception

Practical Solution Provider

Copy Examples

• •Your favorite dress deserves a flawless foundation. Our seamless bodysuit smooths and supports in all the right places, so you can wear what you love with total confidence. It’s not about changing your shape, just celebrating it.
• •Underwear that you'll forget you're even wearing. Bodyhug was created for women who choose comfort, every single day. Feel the difference of our second-skin seamless collection. Shop now for comfort that moves with you.
• •Confidence isn’t for special occasions. It’s for every day. Discover affordable, comfortable lingerie and shapewear designed for your real life. Welcome to Bodyhug.
• •Build the perfect underwear drawer with pieces so comfortable, they feel like they’re barely there. For a limited time, buy any two seamless panties and get a third on us. Because everyday comfort is a necessity, not a luxury.
• •Struggling with what to wear under *that* outfit? We’ve got you. Our seamless thongs and boyshorts are designed to be invisible, comfortable, and stay in place. No lines, no stress. Just a smooth silhouette.