Brand Tone

Elegant & Refined, Gentle & Whimsical, Nostalgic & Romantic, Appreciative & Mindful, Aspirational yet Accessible

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Femininity & Delicacy
• •Unique Materials
• •Cross-Cultural Inspiration
• •Understated Luxury

Best Practices

• •Embrace Poetic & Evocative Language: Use descriptive words that appeal to the senses (e.g., "soft," "delicate," "luminous," "whispers," "gentle") rather than purely functional language.
• •Maintain an Air of Understated Elegance: Avoid overly loud, aggressive, or sales-heavy language. The tone should be confident but gentle, sophisticated but not pretentious.
• •Weave in the Narrative: Subtly remind the audience of the brand's inspiration (vintage, travel, the beauty of silk) within product descriptions and social media posts to reinforce identity.
• •Focus on the Feeling: Communicate not just what the product *is*, but how it makes the wearer *feel* – special, elegant, cherished, confident.
• •Consistency Across Platforms: Ensure that the voice used on Instagram, the website, email marketing, and any other customer touchpoint is harmonious and instantly recognizable as Hai. Create a simple tone of voice guide if necessary.

Social Perception

Positive, Chic & Stylish, High Quality, Unique & Recognizable, Good for Gifting/Special Occasions, Independent & Authentic, Aspirational

Copy Examples

• •Product (Little Silk Bag): "Whispers of antique markets and the soft touch of pure silk. Our Little Silk Bag isn't just an accessory; it's a tiny treasure, ready to accompany your everyday moments and most cherished evenings. Carry a piece of gentle luxury."
• •Brand Story Snippet: "From London to Shanghai, our journey has been woven with threads of discovery and a deep love for silk. Hai is more than a collection; it's a feeling – the elegance of a forgotten era, reimagined for today."
• •Instagram Caption (New Collection): "Dreamt in silk, designed for you. Introducing our latest arrivals, where timeless silhouettes meet the delicate dance of our signature fabrics. Which piece whispers your name? ✨ #HomeOfHai #SilkStories #NewArrivals"
• •Email Subject Line (Promotion): "A Little Silk Treat Awaits You..."
• •Website Banner (Seasonal): "Embrace the season's softness. Discover new silk pieces that float with grace and whisper elegance."