Brand Tone

aspirational, empowering, and warmly sophisticated

Brand Values

• •Quality & Craftsmanship
• •Empowerment
• •Timeless Style
• •Ethical Collaboration
• •Attention to Detail

Best Practices

• •Lead with "The Why": Always connect the product back to the core brand values of empowerment, wisdom, and inspiration. Instead of just saying "soft t-shirt," frame it as "a tee designed to give you the comfort and confidence to conquer your day."
• •Emphasize Craftsmanship and Origin: Consistently mention the "premium cotton," "handmade details," and the partnership with "Peruvian artisans." This reinforces the brand's commitment to quality and ethical practices.
• •Use Empowering Language: Incorporate words like "elevate," "empower," "inspire," "strength," "wisdom," and "goddess" naturally within the copy to reinforce the brand's aspirational narrative.
• •Maintain a Warmly Sophisticated Tone: Write in a clear, elegant, and friendly manner. Use emojis strategically on social media to add warmth, but avoid slang or overly casual language on the website and in product descriptions to maintain a premium feel.
• •Focus on "Timeless" over "Trendy": Position products as long-lasting staples rather than seasonal fads. Use phrases like "wardrobe essential," "timeless piece," and "versatile style" to attract customers looking for lasting value.

Social Perception

The brand is perceived as a niche, premium apparel company, rather than a mass-market retailer, targeting women who value quality over fast fashion, appreciate unique, artisanal details, and are drawn to a brand narrative of empowerment and timeless elegance. The association with Peruvian artisans adds a layer of authenticity and ethical consideration, resonating positively with its intended customer base.

Copy Examples

• •The Art of Simplicity. True elegance isn’t about being noticed, it’s about being remembered. Our classic cotton tee, elevated with delicate, handmade crochet details by our partner artisans in Peru. Wear your strength, comfortably. ✨ #HelloAthenas #TimelessStyle #ArtisanMade
• •Feel Like a Goddess. Every Day. You are wise, courageous, and inspiring. Your wardrobe should be too. Discover our collection of premium cotton tops, designed with timeless style and artisanal care. Get 15% off your first order and find your new favorite tee. Shop Now
• •The Athena Embroidered Tee. Inspired by the goddess of wisdom, this isn’t just a t-shirt; it’s a statement. Made from the softest Peruvian pima cotton, it feels like a second skin. The intricate, hand-embroidered detailing on the sleeve is a subtle nod to the power of the feminine spirit. A timeless piece designed for the modern goddess.
• •More Than a T-Shirt | Our Story. At Hello Athenas, we believe in the power of details. That's why we traveled to Peru to partner with local artisans who transform our premium cotton tees into wearable art. Each handmade crochet detail tells a story of tradition, skill, and passion. Discover the collection and wear a piece of that story.
• •Effortless Style, Crafted with Soul. Elevate your everyday basics with Hello Athenas. We blend ultra-soft premium cotton with unique, handmade details for a look that's both timeless and inspiring. #WomensFashion #MinimalistStyle #QualityApparel #Handmade