Brand Tone

Comforting, Approachable, and Reassuring

Brand Values

• •Comfort
• •Quality
• •Style
• •Value
• •Accessibility

Best Practices

• •Lead with Comfort-Centric Language: Always use a vocabulary that evokes feelings of comfort, relaxation, and softness. Prioritize words like cozy, soft, unwind, relax, soothe, comfortable, gentle, and snug.
• •Maintain an Approachable & Friendly Voice: Write in a conversational manner, as if speaking to a friend. Use contractions (e.g., you'll, it's) and address the customer directly (Wrap yourself in softness).
• •Highlight Quality and Value Subtly: Reinforce trust by mentioning product details that signify quality, such as 100% brushed cotton, easy-care fabrics, or designed in Britain, which speaks to the brand's heritage and expertise.
• •Focus on the Why, Not Just the What: Instead of just describing a product's features, explain the benefit to the customer. For example, instead of The pyjamas have an elasticated waistband, write An elasticated waistband ensures a perfect, comfortable fit for all-night comfort.
• •Ensure Visuals Match the Tone: All imagery used on social media, ads, and the website should align with the comforting and stylish tone. Use soft lighting, relaxed poses, and clean, uncluttered backgrounds to visually communicate the brand's values.

Social Perception

The public and customer perception of Indigo Sky is highly positive. It is viewed as a reliable and trustworthy brand for comfortable, high-quality, and affordable sleepwear. The brand is praised for its soft fabrics, accurate sizing, and excellent value for money. Customers express delight with their purchases, often becoming repeat buyers. The perception is that of a dependable company that delivers on its promise of cozy and stylish loungewear without being excessively expensive.

Copy Examples

• •That first-sip-of-the-morning feeling, made even better. Our Luella 100% brushed cotton pyjamas are designed for these slow, quiet moments. Wrap yourself in softness and start your day the coziest way possible. #IndigoSky #CozyMornings #PJsAllDay
• •Meet your new favorite indulgence: the Astara Satin Pyjama Set. We've combined a timeless, flattering silhouette with silky, easy-care satin for a touch of everyday luxury. With delicate piping and fabric-covered buttons, it s the little details that make unwinding feel truly special. Effortless style and comfort, delivered to your door.
• •Tired of choosing between style and comfort? At Indigo Sky, we believe you deserve both. Designed in the UK, our sleepwear collections feature fun, stylish prints on high-quality, super-soft fabrics that last. Find your perfect fit and enjoy free delivery on orders over  30!
• •Your perfect night in is waiting...
• •Relax in Style. Discover our new collection of ultra-soft loungewear and pyjamas, crafted for ultimate comfort.