Brand Tone

The brand's tone is aspirational, serene, and effortlessly chic. It is welcoming and personal, often using phrases that evoke a sense of discovery and calm ("Nous dénichons des pépites," or "We unearth little gems"). The language is sensory and evocative, referencing natural textures (linen, wool, ceramic) and the coastal environment. It avoids overly casual slang, maintaining a sophisticated yet relaxed feel. The overall voice is that of a trusted curator with impeccable taste who invites the customer into a beautifully crafted world.

Brand Values

• •Curated Craftsmanship
• •Authentic Lifestyle
• •Aesthetic Harmony
• •Creative Collaboration

Best Practices

• •Lead with Lifestyle, Not Just Product: Frame products within the context of the Hossegor lifestyle. Use sensory language that evokes feelings of sun, sea, and tranquility rather than just listing features.
• •Emphasize Curation and Craftsmanship: Always highlight the "who" and "how" behind the products. Use terms like "artisanal," "handpicked," "designer," and "European craftsmanship" to reinforce the value of quality and uniqueness.
• •Maintain a Serene and Sophisticated Voice: The tone should remain calm, poetic, and elevated. Avoid overly casual language, exclamation points, and hard-sell tactics. Let the beauty of the products and the lifestyle speak for itself.
• •Use Storytelling: Share the inspiration behind a collection, the story of a featured designer, or how a particular item is made. This builds a deeper connection with the audience and reinforces the brand's value of authenticity.
• •Create a Cohesive Visual and Verbal Narrative: Ensure the copy perfectly complements the visual aesthetic. If the imagery is minimalist and natural, the words should be as well. Every post, email, and product description should feel like it comes from the same "soul".

Social Perception

The public and its customers perceive Collective Soul Hossegor as a high-quality, tasteful concept store that offers a unique alternative to the mainstream surf shops dominating the area. It is viewed as a "must-visit" destination for those interested in interior design, unique fashion pieces, and artisanal goods. Online mentions and reviews frequently use words like "trésors" (treasures), "pépites" (gems), and "belle sélection," reinforcing its reputation as a curated space. The founder, Valérie, is seen as the creative soul of the brand, and her personal touch is a key part of its appeal. The perception is that of a premium, authentic brand that embodies the sophisticated side of coastal living.

Copy Examples

• •Breathe in the ocean air. Our new linen kaftan is crafted for slow days and golden hours. Its effortless drape and soft, natural fabric feel like a second skin. Discover the art of simplicity. Available in-store and online. #CollectiveSoulHossegor #SlowLiving #LinenLove #Hossegor
• •Curated for a life well-lived. Discover our collection of handpicked fashion and homewares from European artisans, inspired by the soul of Hossegor.
• •Your morning ritual, elevated. Our new collection of artisanal ceramics has arrived. Each piece is unique, designed to bring a touch of warmth and mindful beauty to your home. Explore the full collection from our featured designer of the month. #ArtDeLaTable #HandmadeHome #ConceptStore #SoortsHossegor
• •Inside the Collective | New Arrivals for a Sun-Kissed Home
• •Collective Soul is more than a store; it's a reflection of a lifestyle. Born from a passion for authentic craftsmanship and the natural beauty of Hossegor, we curate timeless fashion and decor for the modern soul. We believe in pieces with a story, made to be cherished.