Brand Tone

Elegant, Inspired, Conscious, Feminine & Empowering

Brand Values

• •Quality Craftsmanship
• •Sustainability
• •Authenticity & Origin
• •Timeless Elegance
• •Connection to Nature

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal attributes (e.g., elegant, inspired, conscious, appreciative), preferred vocabulary (e.g., "timeless," "crafted," "sustainable," "essence," "journey"), and phrases to avoid (e.g., overly casual slang, hype-driven language).
• •Storytelling Rooted in Origin: Consistently weave in the narrative of Baja California Sur, the desert-sea inspiration, and the founder's vision. This provides a unique and authentic anchor for the brand's voice.
• •Emphasize Quality and Sustainability Details: Don't just state that fabrics are high-quality or sustainable; briefly explain what makes them so (e.g., "finest Italian Lycra for a second-skin feel," "lining from recycled Econyl® fibers to honor our oceans"). This reinforces the "conscious" and "intentional" aspects of the brand.
• •Use Evocative and Sensory Language: Appeal to the senses by describing how the swimwear feels, the environments it’s designed for, and the emotions it aims to evoke (e.g., "silken touch," "sun-drenched days," "quiet confidence"). This aligns with the "inspired" and "elegant" tone.
• •Maintain Visual and Textual Harmony: Ensure that the copy on all platforms (website, social media, emails) aligns with the visual aesthetic. If the imagery is elegant and serene, the language should mirror that, avoiding jarring or overly aggressive sales talk. The tone should feel as thoughtfully crafted as the swimwear itself.

Social Perception

Positive Association with Quality and Origin, Appreciation for Aesthetics, Emerging Brand with a Unique Proposition, Limited but Positive Customer Feedback

Copy Examples

• •Headline: Carena: Where the Desert's Soul Meets the Ocean's Heart. Body: Each Carena piece is a tribute to the raw elegance of Baja California Sur. Crafted with intention from the finest Italian fabrics and recycled materials, our swimwear is designed to journey with you, telling a story of sun, sand, and timeless style. Discover swimwear that feels like a memory, made to last like the landscapes that inspire us.
• •Social Media Post (Image: Model in Carena swimsuit on a serene beach): Caption: Embracing the quiet luxury of a sunrise by the sea. Our [Swimsuit Name] silhouette, crafted from sustainable Italian fabrics, is designed for moments of pure presence and effortless elegance. Feel the Baja spirit. #CarenaSwim #TimelessElegance #SustainableSwimwear #BajaInspired
• •Product Description Snippet (for a specific swimsuit): The [Product Name] bikini: A harmonious blend of minimalist design and sophisticated detailing. Woven from premium Italian textiles with a conscience, its [specific feature, e.g., 'classic cut'] offers enduring style and comfort. Lined with gentle Econyl® made from recycled fibres, it’s a touch of luxury you can feel good about, inside and out.
• •"About Us" Excerpt: Carena is more than swimwear; it's a love letter to the wild beauty of our home, La Paz. It’s the feeling of sun-warmed sand and the whisper of the ocean breeze, translated into timeless designs. We believe in conscious creation, in pieces made with passion and purpose, meant to be cherished.
• •Email Subject Line for New Collection: Inspired by Baja: Discover the New Carena Collection of Timeless Swimwear. Email Body Teaser: Journey with us to the heart of where desert meets sea. Our latest collection captures the serene elegance and vibrant spirit of Baja California Sur, realised in luxurious, sustainable Italian fabrics. Explore designs made to become part of your story.