Brand Tone

Calm and Serene, Sophisticated and Chic, Comfort-focused and Gentle, Mindful and Conscious, Understated and Classic

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Comfort
• •Sustainability & Ethical Practices
• •Mindful Consumption
• •Accessibility within Luxury

Best Practices

• •Embrace Understated Language: Use clear, simple, and elegant words. Avoid overly technical jargon or fleeting slang. Focus on conveying quality and comfort without hyperbole.
• •Weave in Sensory Details: Describe the feel of the fabric ("soft," "crisp," "lightweight," "breathable"), the visual appeal ("classic stripes," "calming hues"), and the overall experience ("serene," "restful," "cocooning").
• •Highlight Core Values Consistently: Subtly integrate mentions of organic materials, ethical production, timeless design, and sustainability into product descriptions, social posts, and 'About Us' narratives.
• •Maintain Visual Harmony: Ensure that the language used in copy complements the brand's visual identity—calm, clean, and sophisticated imagery should be paired with equally refined text.
• •Speak to the Aspiration of Slow Living: Connect the products to a lifestyle that values mindfulness, quality, and moments of quiet enjoyment. Frame HONNA pyjamas as an investment in personal well-being and conscious consumption.

Social Perception

A provider of high-quality, luxurious comfort; A brand with classic and timeless appeal; A sustainable and ethical choice; An investment piece; Female-founded and relatable

Copy Examples

• •Drift into dreamland with the gentle caress of our GOTS-certified organic cotton. The HONNA Classic Stripe Pyjama: timeless style, unparalleled comfort, consciously crafted for your serene nights and slow mornings.
• •Weekend mornings, perfected. Crisp organic cotton, the scent of fresh coffee, and the quiet promise of a day unhurried. This is the HONNA way of life. #HonnaLondon #SlowLiving #OrganicComfort
• •More than just pyjamas, it's a commitment to better choices. At HONNA, we believe in timeless design and sustainable practices, so you can rest easy knowing your comfort doesn't cost the earth. #SustainableSleepwear #EthicalFashion #ConsciousLuxury
• •Tired of choosing between style and sustainability? HONNA offers both. Discover our collection of chic, organic cotton pyjamas designed to last. Sleep beautifully, live consciously.
• •Experience the breathable softness of our signature organic cotton. Designed for a flattering, relaxed fit, HONNA pyjamas move with you, ensuring uninterrupted comfort all night long. Wake up refreshed, enveloped in understated luxury.