Brand Tone

Friendly, adventurous, and family-oriented, characterized by casual, positive, and relatable language. It's aspirational, evokes wanderlust, and aims to feel like a recommendation from a trusted friend, avoiding corporate jargon.

Brand Values

• •Family and Togetherness
• •Adventure and Exploration
• •Practicality and Convenience
• •Quality and Authenticity
• •Simplicity

Best Practices

• •Always speak from a place of shared experience, using "we" to refer to the brand as a family and "you" to address the customer directly. Frame marketing messages around relatable family and travel scenarios.
• •Prioritize visual storytelling, allowing high-quality photos and videos (especially user-generated content) to do most of the talking. The copy should complement the visuals, not overpower them.
• •Maintain a positive and upbeat tone. Even when addressing customer service issues, the language should remain friendly and helpful, avoiding negative or defensive language.
• •Engage authentically with your community by responding to comments and messages personally. Ask questions, run polls, and encourage users to share their own content to foster a sense of belonging.
• •Emphasize benefits over features. Instead of just stating a towel is "lightweight," explain it "leaves more room in your suitcase for souvenirs." Connect the product's features to tangible benefits that align with the brand's core values of convenience and adventure.

Social Perception

Positive, authentic, and trustworthy, primarily shaped by the brand's curated online presence and frequent use of user-generated content. Customers are perceived as enthusiasts eager to share positive experiences, contributing to a favorable public image.

Copy Examples

• •Less laundry, more adventures. Our quick-dry Turkish towels mean no more damp smells or heavy beach bags. Pack lighter, play longer. #InTheCurrent #FamilyTravel
• •We love seeing where your adventures take you! Thanks to @[user] for sharing this beautiful shot. Our towels are made for moments like these. #LiveInTheCurrent #TurkishTowel
• •Your next adventure is calling. And so is our summer sale. Get 20% off all Turkish towels and travel lighter than ever before.
• •Inspired by the vibrant colors of a coastal sunset, our new collection is ready to join your journey. Made with 100% Turkish cotton, it's the only towel you'll need, wherever you go. #BeachLife #InTheCurrent
• •Ready for another getaway? As a part of our inner circle, we wanted to give you an exclusive first look at our new ponchos – the perfect companion for your next escape. #AdventureAwaits