Brand Tone

aspirational, serene, and effortlessly confident

Brand Values

• •Simplicity
• •Confidence
• •Connection to Nature
• •Authenticity
• •Effortless Style

Best Practices

• •Embrace "Less is More": Keep copy clean, concise, and impactful. Avoid jargon, overly descriptive language, or complicated sentences. The focus should be on evoking a feeling rather than just describing a product.
• •Use Evocative, Sensory Language: Incorporate words that appeal to the senses and emotions, such as "breeze," "sunshine," "soft," and "free." This helps to transport the customer to the idealized Scandinavian summer the brand represents.
• •Maintain a Confident and Empowering Voice: Frame messages in a way that empowers the customer. Use positive and self-assured language. Instead of saying "This dress will make you look great," try "A dress that lets your confidence shine."
• •Connect to Nature and Simplicity: Consistently weave in themes of nature, light, and the ease of summer. This reinforces the brand's core identity and values.
• •Focus on "Feeling" Over "Function": While product details are important, the primary message should revolve around how the clothing makes the wearer feel—confident, serene, authentic. This emotional connection is key to building brand loyalty.

Social Perception

Due to the limited online footprint and lack of customer reviews or media mentions, the social perception of Guisel is still being formed. The current perception is shaped entirely by the brand's own curated content. On Instagram, the follower engagement consists of likes and occasional positive comments, suggesting that the audience is receptive to the brand's aesthetic. The lack of external validation, however, means its reputation among a broader audience is not yet established. The brand presents an idealized version of a Scandinavian summer lifestyle, which is likely to be perceived as aspirational and aesthetically pleasing by its target audience.

Copy Examples

• •Find your sunshine. Our Stockholm dress, for days when you feel as free as the breeze. #Guisel #ScandinavianSummer
• •Effortless by Nature. Discover pieces that move with you, inspired by the endless light of Scandinavian summers.
• •The art of dressing simply, beautifully. Our Casual Linen Mix Set is designed for warm days and easy living. Breathable, soft, and tailored for a relaxed fit, it’s the piece you’ll reach for when you want to feel like yourself, only more comfortable. Style it up or down—your summer, your rules.
• •That feeling of a perfect summer day, bottled. Inside: new arrivals to make you feel like you're on a good day, doing your own thing.
• •Confidence looks good on you. Tired of trends? Embrace timeless style with Guisel. Our Scandinavian-inspired dresses and sets are made to celebrate you. Simple, elegant, and effortlessly chic. Shop the collection and find your new favorite feeling. Free shipping in Europe.