Brand Tone

Aspirational, Relaxed, and Evocative

Brand Values

• •Comfort
• •Coastal Lifestyle
• •Quality & Craftsmanship

Best Practices

• •Lead with Lifestyle, Not Just Product: Always frame the product within the context of the coastal, relaxed, and aspirational lifestyle. Instead of saying "Our shirt is made of cotton," say "Crafted from soft, breathable cotton for sun-drenched afternoons."
• •Use Evocative and Sensory Language: Incorporate words that appeal to the senses to transport the customer. Use terms like "spectacular blaze," "cool sand," and "gentle breeze" as seen in the brand's own copy. This reinforces the emotional connection to the coastal theme.
• •Maintain a Consistent "You" Focus: Speak directly to the customer and their desires. The phrase "You Have One Life To Live; Live it Well" is a powerful motto. Center the copy on how Henri enables *them* to live this life.
• •Reinforce Core Values in All Communications: Every piece of copy, from a product tag to an email, should echo the values of comfort, quality, and the coastal experience. This creates a strong, unified brand identity.
• •Develop a Brand Lexicon: Create a list of on-brand words (e.g., paradise, coastal, horizon, sunset, vibe, comfort, escape) and off-brand words (e.g., cheap, fast, urban, formal) to guide all writers and ensure a consistent tone across all platforms.

Social Perception

Niche brand catering to the men's resort and lifestyle market, perceived as high-glam resortwear for jet setters, focusing on comfortable clothing suitable for a casual, coastal lifestyle.

Copy Examples

• •The Sun, The Sea, The Weekend. That feeling when the shore fades and the open water calls. Our Positano Polo isn't just a shirt; it's a part of the escape. Crafted from the softest fabrics for moments that matter. #HenriCosta #CoastalLiving #LiveItWell
• •Your Endless Summer Starts Here. We put a little coastal mystique in everything we do. Discover apparel designed for the best times of your life.
• •That coastal feeling, delivered.
• •The Onyx Coast Zip Pullover: For cool breezes after a perfect sunset. Our zip pullover is crafted for comfort from the world's softest fabrics, with just the right amount of stretch for ease of movement. It's more than a layer; it's your go-to companion for beach bonfires and backyard gatherings. A piece of paradise you can wear.
• •Don't Just Dress for the Day. Dress for the Vibe. At Henri, we embrace the casual coastal lifestyle. Our comfortable, stylish apparel is designed to enhance the good times. Ready to find your paradise? Shop the new collection now.