Brand Tone

Aspirational, youthful, confident, friendly, and approachable, aiming to create a personal connection and make customers feel part of an exclusive, stylish community. The language is casual, empowering, and celebrates femininity and body confidence.

Brand Values

• •Female Empowerment and Body Positivity
• •Quality and Style
• •Community
• •Aspirational Lifestyle

Best Practices

• •Speak Directly to Her: Use "you" and "your" to make the copy feel personal and direct, addressing the customer as a friend with empowering and uplifting language.
• •Lead with Lifestyle, Sell the Product: Start with the feeling or destination (e.g., "That golden hour glow," "The ultimate island uniform"), selling the aspirational lifestyle first, then introducing the product as the key to achieving it.
• •Keep it Confident and Concise: Use short, punchy sentences. The tone is confident, not verbose, eliminating unnecessary words and getting straight to the point in a stylish way.
• •Embrace the "In-Crowd" Language: Use friendly and casual terms like "lovely," "getaway," "the edit," and "the drop," to create a sense of community and position the brand as a trend-setter.
• •Encourage and Feature User Content: Actively ask for customers to share photos (#ClaudineSwim) and use engaging questions (e.g., "Where are you taking your CLAUDINE?") to boost engagement and reinforce the brand's community-focused value.

Social Perception

Perceived as a trendy, "Instagrammable" brand, CLAUDINESWIM is seen as a go-to for unique and flattering swimwear that gets noticed. It's in tune with current trends while maintaining a distinct identity, and is viewed more as a personal, curated boutique brand deeply engaged with its community rather than a large corporation. Pricing is considered accessible for the quality and unique designs.

Copy Examples

• •Your getaway is calling. Answer it in CLAUDINE. Meet the collection you’ll be living in all season. Designed in London with sun-drenched days in mind, each piece is crafted to make you feel like your most confident self. Ready for your close-up? Tap to shop. #ClaudineSwim #SummerStyle #BikiniSeason
• •Psst... Your new favorite bikini is inside. Don't just chase the sun. Become the sun. Open up for a first look at our latest drop.
• •Confidence is your best accessory. We make the second best. Shop The Summer Edit.
• •Booked the flight? We’ve got the outfit. From Mykonos to Miami, our swimwear is made for making memories. Find your perfect fit and turn heads on your next escape. High-quality, unique designs for every body. Shop CLAUDINESWIM now for free UK shipping over 50.
• •More than a bikini—it’s a statement. The Paloma Butterfly top is designed to empower and inspire. With its unique butterfly cut and vibrant hue, it’s a celebration of bold femininity. Crafted for a perfect fit and endless confidence, so you can focus on what matters: soaking up the sun. Pair with the matching bottoms to complete your look.