Brand Tone

Confident & Bold, Aspirational & Trendy, Playful & Energetic, Direct & Engaging

Brand Values

• •Style & Fashion-Forwardness
• •Quality
• •Exclusivity
• •Self-Expression & Confidence
• •Summer Lifestyle

Best Practices

• •Embrace Bold & Confident Language: Use strong verbs, vibrant adjectives, and an assertive voice. Avoid passive or overly cautious phrasing. Reflect the "actitud" the brand promotes.
• •Stay Trendy & Aspirational: Reference current styles, seasons (e.g., "SS25"), and the idea of being fashion-forward. Use language that inspires and positions the products as desirable.
• •Inject Playfulness & Energy: Keep the tone light, fun, and associated with the positive vibes of summer and beach life. Use emojis where appropriate for the platform.
• •Highlight Exclusivity & Quality: Consistently mention "Limited Edition" for relevant products and subtly weave in quality aspects if applicable (e.g., "crafted for the perfect fit," "premium fabrics").
• •Be Visually Driven in Text: Even in text-only formats, use descriptive language that helps the customer visualize themselves wearing the swimwear and experiencing the confident, stylish feeling HELS promotes. Connect the copy to the visual identity of the brand.

Social Perception

HELS aims to be perceived as a trendy, desirable, and confident swimwear brand. They want customers to feel like they are getting exclusive and stylish pieces. The brand also wants to project a premium, well-crafted European brand image, based on the quality of the materials and handmade production.

Copy Examples

• •Instagram Post (Image: Model wearing a vibrant HELS bikini on a sunny beach): Sun-kissed and confident. 🔥 Our new [Bikini Name] is here to make your summer unforgettable. Limited stock – grab yours before it’s gone! #HELSswimwear #ForeverSummer #NewCollection #BikiniReady #LimitedEdition
• •TikTok Video Teaser (Fast cuts of different bikinis, upbeat music): 💥 WARNING: May cause extreme confidence! 💥 HELS SS25 collection just dropped. Tap to shop the heat! #HELS #SwimwearLaunch #SummerVibes #BeachStyle #MustHaveBikini
• •Website Banner: HELS: Dive into Desire. Discover our exclusive collection of bikinis designed to turn heads. Live your forever summer.
• •Facebook Ad (Carousel showcasing different styles): Find your perfect attitude. 😎 From bold prints to chic solids, HELS has the bikini that speaks your language. Shop the latest trends now! #HELSbikini #SwimFashion #SummerStyle #Beachwear #ConfidenceBoost
• •Email Newsletter Subject: ☀️ Your Endless Summer Starts Now | Exclusive HELS Arrivals Inside! Body Snippet: Hey [Customer Name], get ready to own the sunshine! Our much-anticipated SS25 HELS collection has landed, featuring the vibrant colors and bold designs you love. Be the first to explore these limited-edition looks...