Brand Tone

Aspirational, serene, and mindful, evoking escape, relaxation, and connection with nature. It is also informative, reassuring, personal, and passionate, emphasizing quality and practical benefits.

Brand Values

• •Artisanship and Quality: Respect for traditional craftsmanship, commitment to durable, high-quality products made with 100% organic Turkish cotton.
• •Sustainability and Eco-Consciousness: Commitment to environmental responsibility through reusable 100% Turkish cotton packaging and a pledge to donate 1% of purchases to pollinator conservation programs.
• •Artistic Collaboration and Uniqueness: Positioning towels as 'unique works of art' through collaboration with artists, valuing originality and aesthetic appeal.
• •Versatility and Adventurous Spirit: Born from a passion for travel, marketing towels as the 'ultimate go-anywhere, do-anything' accessory, appealing to a lifestyle of freedom and spontaneity.

Best Practices

• •Lead with the Lifestyle: Always frame the product within the aspirational lifestyle of travel, relaxation, and art, using evocative language to paint serene and adventurous pictures.
• •Weave in the Values: Seamlessly integrate key values like 'artisan-made,' 'organic cotton,' and 'eco-friendly' into your copy to reinforce brand identity and justify premium positioning.
• •Emphasize Both Beauty and Function: Balance the artistic and aesthetic appeal with practical benefits, pairing phrases like 'artfully designed' with 'quick-drying and absorbent' to appeal to both emotion and reason.
• •Maintain a Calm and Confident Tone: Employ a gentle, confident, and informative voice that guides the customer, highlighting intrinsic value and unique story rather than being pushy or overly salesy.
• •Tell a Story in Every Piece of Content: Infuse narrative into all content, discussing artists, the product's journey, or its destined adventures, to create a deeper connection beyond the transactional.

Social Perception

Very positive, with customers frequently praising the exceptional softness and unique designs. The brand is perceived as a provider of premium, 'Eco-Luxe' goods that represent a good investment, reflecting authenticity, creativity, and values like sustainability and artistic appreciation.

Copy Examples

• •Woven with sunshine and sea-breeze in mind. Our 100% organic Turkish towels are your canvas for every escape. Where will your Coco Loom take you?
• •From Hammam to Om. Find your flow on a towel that’s as soft as it is supportive. Our artist-designed Turkish towels are lightweight, absorbent, and crafted to be part of your wellness journey. Discover a more beautiful practice.
• •Artfully loomed, inspired by wanderlust. We’re thrilled to introduce our latest collection of designs, born from a collaboration with emerging artists. Each towel is a story, a piece of art ready to join your journey. Explore the new collection and find the design that speaks to you.
• •Meet your new favorite travel companion. Traditionally loomed in Turkey from the finest organic cotton, this towel is a testament to timeless craftsmanship and modern design. Incredibly absorbent yet quick to dry, it’s designed for a life of spontaneity. More than a towel, it’s a piece of art that gets softer with every wash.
• •Luxury that’s light on the earth. Every Coco Loom towel is an eco-friendly canvas for your life’s adventures, shipped in reusable cotton packaging. Feel good about the art you carry.