Brand Tone

Approachable and Relatable, Confident and Empowering, Minimalist and Refined

Brand Values

• •Comfort
• •Quality
• •Inclusivity
• •Simplicity
• •Confidence

Best Practices

• •Lead with Comfort: Always anchor the copy in the tactile experience. Use descriptive, sensory words like "buttery-soft," "cloud-like," "second-skin feel," and "gentle hug" to describe the products.
• •Maintain a Relatable Tone: Write as if you are giving a recommendation to a friend. Use "you" and "your" to make the copy personal and direct. Keep sentences clear, concise, and free of jargon.
• •Focus on the Feeling, Not Just the Feature: Frame the product benefit around the emotion it evokes. It’s not just a "tank top"; it's the "confidence to take on the day." The clothing is a vehicle for feeling good.
• •Leverage Customer Voice: Integrate testimonials and user-generated content into marketing materials. This provides authentic social proof and reinforces the brand’s community-focused and relatable image.
• •Keep it Clean and Minimalist: The copy's style should reflect the brand's visual aesthetic. Use short paragraphs, bullet points for key benefits, and ample white space to create a clean, uncluttered, and premium feel.

Social Perception

The public and its customer base view Fornia as a reliable and high-quality source for comfortable, everyday apparel. It has cultivated a reputation as a valuable alternative to higher-priced athleisure brands. The brand's emphasis on authenticity, demonstrated through inclusive marketing and positive customer testimonials, has created a strong and favorable perception.

Copy Examples

• •Instagram Post: Your everyday uniform, perfected. Our bodysuits are designed with our signature soft fabric for a smooth, flattering fit that feels like a second skin. Effortless style and all-day comfort, solved.
• •Website Banner: The Softest Basics You'll Ever Own. Discover the comfort that builds confidence. Made in Los Angeles.
• •Email Campaign Subject Line: So comfortable, you'll forget it's there. We believe getting dressed should be the easiest part of your day. Our versatile essentials are crafted from buttery-soft fabrics to move with you, not against you. Feel the Fornia difference.
• •Facebook Ad: From Studio to Street, in Unmatched Comfort. Stop choosing between style and comfort. Fornia essentials are made to do it all. Shop the collection that keeps up with your life.
• •Product Description (for Leggings): The Essential Legging. Meet your new go-to. Engineered with our cloud-soft, four-way stretch fabric, these leggings offer gentle compression and a perfect, non-slip fit. Whether you're moving through a workout or your day, they provide the ultimate foundation of comfort and support.