Brand Tone

Aspirational, sophisticated, serene, elegant, and understated, conveying effortless luxury and conscious consumerism. The voice is confident and knowledgeable, positioning the brand as a purveyor of timeless style.

Brand Values

• •Quality & Craftsmanship
• •Timelessness
• •Sustainability
• •Femininity & Empowerment
• •Aspirational Lifestyle

Best Practices

• •Create a Vocabulary Guide: Develop a list of on-brand words (e.g., "silhouette," "curated," "piece," "timeless," "conscious," "artisan") and words to avoid (e.g., "cheap," "deal," "trendy," "hot"). This ensures everyone writing for the brand uses a consistent lexicon.
• •Prioritize "Show, Don't Tell": Instead of saying a swimsuit is "high-quality," describe the "buttery-soft Italian fabric" or the "meticulous flatlock stitching." Use descriptive language that allows the customer to feel the luxury and understand the value intrinsically.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the aesthetic of the visuals. If the imagery is serene, minimalist, and luxurious, the text should be calm, sophisticated, and elegant. An energetic, sales-heavy tone would create a jarring disconnect.
• •Define the Customer Relationship: The brand's tone should treat the customer as a discerning, intelligent individual who appreciates quality and sustainability. The communication should be respectful and informative, not patronizing or overly familiar. It's a conversation between peers who share similar values.
• •Write for the Aspiration: The copy should not just sell a product but also the feeling and lifestyle associated with it. Frame the products as companions for the customer's most cherished moments —a secluded beach escape, a morning swim in the Mediterranean, or lounging by a tranquil pool. Sell the experience, and the product becomes an essential part of it.

Social Perception

The brand is perceived as high-end, trustworthy, aesthetically pleasing, and credible due to its commitment to sustainability. Its curated presence suggests exclusivity, attention to detail, and positions it as a premium, investment-worthy label.

Copy Examples

• •The art of simplicity. Our new Myra bikini, crafted from soft, sustainable Italian fabrics that honor both your silhouette and the environment. Designed for endless summers and timeless style. #HouseOfMare #SustainableSwimwear #TimelessDesign
• •Discover the embodiment of elegance with our Sofia one-piece. Featuring a classic square neckline and a sculpted body for a universally flattering fit, this suit is a testament to minimalist design. Made from luxurious, quick-drying ECONYL® fabric, it provides both exceptional comfort and UV protection. A piece you will cherish for seasons to come.
• •Subject: Your Invitation to an Endless Summer | The Resort '25 Collection is Here
• •Luxury That Lasts. Swimwear Reimagined. At House of Mare, we believe in pieces that endure. Our collection of timeless swimwear is ethically crafted from innovative, sustainable materials for a fit that feels like a second skin. Explore a new standard of conscious luxury.
• •House of Mare: Curators of timeless, sustainable swimwear and resort wear. Inspired by the sea, designed for the discerning woman. #ConsciousLuxury