Brand Tone

Calm, Sincere, and Mindful

Brand Values

• •Responsibility & Transparency
• •Timelessness & Simplicity
• •Well-being & Comfort
• •Female Empowerment
• •Nordic Heritage

Best Practices

• •Use a Gentle & Evocative Vocabulary: Consistently use words like calm, thoughtful, sincere, cherish, comfort, ease, well-being, and respectful. Avoid aggressive sales language, time-limited urgency ("Hurry!", "Last Chance!"), and superlatives ("The Best!").
• •Tell the Story Behind the Product: In product descriptions and social media, go beyond the features. Talk about the origin of the material (e.g., "GOTS-certified organic cotton"), the production location ("Made with care in Portugal"), and the feeling the garment is meant to evoke. This reinforces the values of transparency and mindfulness.
• •Emphasize "Feeling" Over "Fashion": Frame the clothing around the experience it provides—comfort, confidence, calm. Instead of saying "Stay on-trend," use phrases like "Find your timeless uniform" or "Feel at home in your body." This aligns with the brand's rejection of the fast-fashion cycle.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the minimalist, natural, and calm aesthetic of the brand's photography. The words should feel as clean, simple, and intentional as the images.
• •Communicate Responsibility with Honesty: Continue the practice of using direct and sincere language about sustainability. Instead of making absolute claims, use phrases like "Our responsible choices," "Our commitment to lower-impact materials," and "We are on a journey to..." This builds credibility and manages expectations, turning a potential weakness (not being 100% "perfect") into a strength of honesty.

Social Perception

The public and customer perception of GAI+LISVA is largely positive, centered on its high-quality, comfortable clothing, authentic commitment to sustainability, and an aspirational yet approachable brand image.

Copy Examples

• •Find beauty in the quiet moments. Our linen shirt is designed not just for the season, but for the feeling of serene comfort it brings to your everyday. Crafted with care from natural European flax, it’s a piece to be cherished, softened by time and wear. #GaiLisva #NordicCalm #ThoughtfulDesign
• •The essence of comfort, knitted with respect for nature. This sweater is made from 100% certified wool, offering warmth without weight. Its timeless silhouette and fine rib details make it a trusted companion for years to come. Designed in Denmark and produced transparently in the EU, it represents our commitment to quality and responsible choices.
• •For Your Quiet Moments | New Loungewear Inside
• •GAI+LISVA: Timeless Nordic Design. Worn with care. Step away from the temporary. Discover our collection of pieces made from natural and recycled materials, designed to bring a sense of calm and comfort to your life. Founded and led by women, for women.
• •Respectful. Thoughtful. Design for change. | Discover pieces meant to be cherished.