Brand Tone

aspirational, confident, and encouraging, balancing luxury with an accessible and supportive voice.

Brand Values

• •Confidence
• •Quality
• •Community
• •Versatility & Comfort
• •Empowerment

Best Practices

• •Always Lead with Confidence: Frame all copy, from product descriptions to social media captions, around the core value of boosting the wearer's confidence. Use empowering and positive language.
• •Embrace the "Babe" Vernacular: Consistently use terms like "babe" and "Real Babes Club" to reinforce the sense of a close-knit, supportive community. This creates a unique brand voice and an insider feeling.
• •Balance Aspiration with Inclusivity: While the visual aesthetic is high-end and aspirational (exotic locations, professional models), the copy should remain warm, welcoming, and encouraging to avoid alienating potential customers.
• •Highlight Quality and Versatility: In product-focused copy, consistently mention the quality of materials and the versatility of the designs, as these are key pillars stated by the founder.
• •Maintain a Founder-Led Voice: Infuse the brand's story and the founder's passion into the copy where appropriate, especially in "About Us" sections and email marketing. This reinforces authenticity and the personal touch of a boutique brand.

Social Perception

Positive, perceived as a boutique, female-founded label with a personal touch. Associated with positive affirmations and a "girly," confident aesthetic, fostering high engagement within its niche target audience.

Copy Examples

• •Elegance is an attitude. Our VAL bottom is designed to move with you, from sun-drenched afternoons to golden hour swims. Feel beautiful, feel confident, feel you. #CaylanneSwim #ConfidenceIsBeautiful
• •Meet the CORA Bottom: where timeless design meets modern comfort. Crafted from premium, soft-touch fabric, this piece offers a flattering cut that celebrates your shape. Versatile and chic, it’s the staple your swim wardrobe has been waiting for. Pair it with the matching top or mix it up to create your signature look.
• •Hey Babe! A special treat is coming... As a member of our inner circle, you get first dibs on our upcoming collection. Get ready for exclusive sneak peeks and your private access link, coming to your inbox this Thursday. Thank you for being part of our incredible community! Xo, Caylanné
• •Your next adventure deserves swimwear that makes you feel unstoppable. At Caylanné Swim, we create confidence-boosting, luxury swimwear designed by women, for women. Discover timeless styles and join a community of babes who support and uplift each other. Shop the collection now.
• •Designed for Confidence. Crafted for Keeps. Welcome to Caylanné Swim—where every piece is a celebration of you.