Brand Tone

Intimate and Personal, Playful and Witty, Aspirational and Celebratory, Sophisticated yet Approachable, Story-driven

Brand Values

• •Celebration of Leisure & Home Life
• •Quality and Craftsmanship
• •Intimacy and Connection
• •Originality and Artistry
• •Sustainability and Ethical Practices
• •Doing the Right Thing (Internally and Externally)

Best Practices

• •Embrace Storytelling: Weave narratives into product descriptions, social media, and email marketing to add depth and personality.
• •Use Warm, Evocative Language: Choose words that convey comfort, luxury, playfulness, and intimacy. Describe textures, feelings, and the experience of wearing D&D, not just the product features.
• •Maintain a Personal and Slightly Witty Voice: Write as if you're speaking to a well-informed, interesting friend. Don't be afraid of a touch of charm or a lighthearted turn of phrase. Avoid overly formal or corporate jargon.
• •Highlight Core Values Consistently: Subtly integrate values like celebrating leisure, craftsmanship, and sustainability into your messaging.
• •Create a Voice Persona Document: Develop an internal guide that outlines the brand's personality, key phrases, words to use/avoid, and examples of on-brand copy.

Social Perception

Luxury & Quality, Stylish & Versatile, Comfort-focused, Aspirational Lifestyle, Giftable, Consideration of Price Point, Awareness of potential concerns regarding durability for a minority of customers

Copy Examples

• •Instagram Post: Chapter one: Your Sunday story. Unfold into a world of hand-painted comfort and let the day write itself. Our new [Print Name] pyjamas – for the art of doing beautifully nothing. #DesmondAndDempsey #TheArtOfLeisure #SundayStories
• •Email Subject Line: Just Landed: Adventures You Can Wear (to Bed, and Beyond). Email Body Snippet: Remember that feeling of discovering a hidden courtyard, alive with colour and story? We've bottled it. Our latest collection, inspired by [Inspiration, e.g., sun-drenched Italian mornings], is here. Think hand-painted lemons, whispering cotton, and the promise of a perfectly slow start. More than pyjamas, they're your passport to a little everyday magic. Explore the dream.
• •Product Page Description: Consider this your official uniform for unhurried mornings, late-night chats, and every delicious moment in between. Crafted from the softest, GOTS-certified organic cotton that kisses your skin, and adorned with prints dreamt up and hand-painted in our London studio. These aren't just pyjamas; they're an invitation to celebrate the simple, wonderful art of being home. Proper comfort, properly charming.
• •Facebook Ad: Headline: Elevate Your Every Day. (And Night). Body: Life’s too vibrant for boring pyjamas. At Desmond & Dempsey, we believe in decorating your downtime with hand-painted prints and luxurious comfort. From the first sketch in our Brixton studio to the final stitch, it’s all about making those ordinary moments feel a bit extraordinary. Find your perfect set for prancing, dreaming, or simply being. Shop the Sunday feeling.
• •Website Banner: Sleep Well, Live Well, Do Good. Our pyjamas are made with love, GOTS-certified organic cotton, and a commitment to the planet and its people. Because true comfort means treading lightly. Discover our journey.