Brand Tone

Inclusive and Body-Positive, Helpful and Expert, Friendly and Approachable, Resilient and Innovative, Playful (on TikTok)

Brand Values

• •Inclusivity & Body Positivity: We're here to make women feel comfortable in swimwear...Daneechi stands apart by ensuring every body shape is accounted for.
• •Customer Focus & Service: At Daneechi, we don't just sell you swimwear, we help guide you through the purchase process and make sure you find something that looks great, fits well and fills your needs.
• •Quality and Fit Expertise: The focus is on providing swimwear that not only looks good but fits properly, leveraging their expertise. They stock high quality chlorine resistant swimwear among other specialized items.
• •Problem Solving & Innovation: The development of the Petaluda period-proof swimwear line demonstrates a commitment to addressing customer needs and innovating within their market.
• •Community & Legacy: Having been a Perth icon since 1987, there's a sense of community and loyalty, with customers expressing gladness at its return.

Best Practices

• •Prioritize Inclusive Language: Always use language that welcomes all body types, ages, and needs. Avoid jargon or exclusionary terms. Focus on comfort, confidence, and how the swimwear makes the *customer* feel.
• •Emphasize Expert Guidance: Position the brand as a knowledgeable helper. Copy should reassure customers that they will receive expert assistance in finding the right fit and style, highlighting the staff's role.
• •Maintain a Positive and Empowering Voice: Focus on the joy of swimming and feeling good. Frame swimwear as a tool for empowerment and comfort, rather than just a fashion item.
• •Be Solution-Oriented: When discussing products, especially specialized ones like period-proof or chlorine-resistant swimwear, clearly articulate the problem they solve and the benefits they offer the customer.
• •Authenticity and Relatability: Especially on platforms like TikTok, continue to show the human side of the brand. While maintaining professionalism, relatable content that showcases the team and real-life scenarios can build trust and connection. Ensure this still aligns with the overarching values of inclusivity and support.

Social Perception

Trusted Resource, Size-Inclusive Champion, Helpful and Knowledgeable Staff, Problem Solver, A Welcoming Space

Copy Examples

• •Headline: Your Perfect Fit is Waiting. Dive into Confidence. Body: Tired of swimwear that doesn't get you? At Daneechi, we celebrate every body. With sizes 6 to 26 and A to J cups, plus our expert team, you'll find swimwear that feels made for you. Feel comfortable, look fabulous.
• •Headline: Swim Happy, Period. Introducing Petaluda Swimwear. Body: Don't let your period pause your pool days. Our innovative Petaluda period-proof swimwear is here, offering comfort, style, and leak-proof confidence so you can swim any day of the month.
• •Headline: More Than Just a Swimsuit. It's a Feeling. Body: For over 30 years, Daneechi has been helping Perth find its swimwear confidence. We're more than a store; we're your partners in finding that perfect piece that makes you feel amazing, both in and out of the water.
• •Headline: From Laps to Lounging, We've Got You Covered. Body: Whether you're training for a triathlon or soaking up the sun, find your ideal match from Perth's largest range of swimwear. Our friendly experts are here to guide you to styles that fit your life and your body beautifully.
• •Headline: Rediscover the Joy of Swimwear Shopping. Body: We know finding the right swimsuit can be daunting. That's why our team is dedicated to making your experience easy, enjoyable, and empowering. Walk out with a swimsuit you truly love, and the confidence to match.