Brand Tone

Nurturing, Conscious, and Joyful.

Brand Values

• •Sustainability
• •Family
• •Inclusivity
• •Quality

Best Practices

• •Prioritize "Family First" Language: Always frame the narrative around family, togetherness, and making memories. Use collective terms like "the whole family," "your crew," and "matching moments."
• •Lead with Values: Seamlessly integrate key values like sustainability and safety into every message. Instead of just saying "sun-safe," explain the benefit: "so you can have worry-free fun." Instead of just "recycled fabric," say "made from recycled bottles, for a healthier planet."
• •Maintain a Joyful and Nurturing Tone: Use positive, warm, and reassuring language. Words like "beautiful," "soft," "safe," "happy," and "conscious" align with the established tone. Avoid overly technical or transactional jargon.
• •Speak to the Benefit, Not Just the Feature: Connect product features to emotional or practical benefits. For example, "inclusive sizing up to 4X" becomes "celebrating every body," and "quick-drying fabric" becomes "effortless transitions from the water to the towel."
• •Be Visually Descriptive: Use language that evokes the feeling of a warm, sunny day at the beach or by the pool. Phrases like "sun-soaked days," "crystal-clear water," and "golden hour glow" complement the brand’s visual identity and help the customer imagine themselves using the product.

Social Perception

Trusted, High-Quality, and Eco-Conscious.

Copy Examples

• •Making memories, one splash at a time. Our matching family swimwear is designed for those perfect, sun-soaked days you’ll want to remember forever. Crafted from soft, recycled fabrics with UPF 50+ protection, so you can focus on the fun. #ImaginePerry #FamilySwim
• •Swimwear That’s Kind to Your Kids & the Planet You shouldn't have to choose between style and sustainability. Our entire family swimwear line is made from recycled materials and is OEKO-TEX® certified, meaning it's free from harmful chemicals. Suit up the whole family in pieces you can feel good about. Shop the collection.
• •Your Family’s Sunshine Style, Re-Imagined. Discover our new collection of stunning, earth-conscious swimwear. Thoughtfully designed with inclusive sizes and UPF 50+ protection for every member of your crew.
• •Ready for another summer of fun? Welcome back, memory-makers! As you plan your next family getaway, we’ve been busy creating beautiful, durable swimwear to come along for the ride. With new prints and the same earth-conscious quality you love, getting everyone ready for the water has never been easier.
• •Let them play all day with complete peace of mind. Our Ruffle Bum Rashguard combines adorable style with serious sun protection. The UPF 50+ fabric blocks 97.5% of harmful UVA and UVB rays, while the lightweight, recycled material ensures they stay comfortable from the sandbox to the sea.