Brand Tone

Vibrant & Energetic, Fun & Playful, Chic & Fashion-conscious, Approachable & Friendly, Conscious & Responsible, Confident & Free-spirited

Brand Values

• •Sustainability & Environmental Responsibility
• •Fashion & Style
• •Comfort & Quality
• •Joy & Vibrancy
• •Freedom & Empowerment
• •Innovation

Best Practices

• •Embrace Vibrant, Evocative Language: Use words that paint a picture of summer, joy, and Brazilian energy (e.g., "sun-drenched," "vibrant," "spirited," "bold," "carefree").
• •Consistently Highlight Key Differentiators: Weave in mentions of comfort, style, and especially sustainability naturally within the copy, reinforcing these core brand pillars in diverse messaging.
• •Speak Directly to an Empowered, Conscious Consumer: Address the audience as individuals who value style, freedom, and making positive choices for the environment. Use an uplifting and encouraging tone.
• •Maintain a Playful yet Chic Voice: Balance fun, approachable language with a sense of fashion-forward awareness. Avoid overly technical jargon, even when discussing materials like Flexpand; focus on the benefits (comfort, recyclability).
• •Storytelling over Selling (where appropriate): Connect products to experiences, feelings, and the "Ipanema state of mind" (the beach as a state of mind, solar energy). This makes the brand more relatable and aspirational.

Social Perception

Positive Association, Eco-Consciousness Appreciated, Fashionable & Trendy, Comfort and Durability, Aspirational yet Accessible, Customer Service Variability

Copy Examples

• •Headline: Step into Sunshine. Feel the Freedom. Body: Unleash your inner vibrance with Ipanema! Our latest collection, inspired by the sun-drenched beaches of Brazil, brings you sustainable style that moves with you. 100% recyclable, 100% chic. #AlwaysNewAlwaysIpanema
• •Headline: Your Everyday Escape Awaits. Body: From city strolls to beachy bliss, Ipanema sandals are crafted for comfort, designed for joy. Discover bold new colours and earth-kind materials that let you tread light and live bright. What’s your Ipanema moment?
• •Headline: Eco-Chic Has Never Felt So Good. Body: Look good, feel good, do good. Ipanema South Africa is committed to a stylish future for our planet. Our sandals are vegan, made with recycled materials, and always ready for your next adventure. Make a statement with every step.
• •Headline: Summer Belongs to Ipanema. And to You. Body: Dive into a season of endless possibilities with footwear that’s as bold and spirited as you are. Explore vibrant prints and comfortable designs that celebrate the art of living. Find your perfect pair and own your summer!
• •Headline: Ipanema: Wear Your World. Body: Fun. Fashion. Freedom. Crafted with passion in Brazil and a love for our planet. Discover the feeling of Ipanema – where every step is a celebration. Shop the collection online.