Brand Tone

Empathetic, supportive, authentic, gentle, validating, and caring.

Brand Values

• •Mental Health Advocacy
• •Emotional Authenticity
• •Empathy and Inclusivity
• •Community

Best Practices

• •Lead with Empathy: Always start from a place of understanding. Use "you" and "we" to create a sense of shared experience and direct connection with the audience.
• •Use Validating Language: Incorporate phrases like "It's okay to...", "Your feelings are valid," and "You are not alone" to reinforce the core message and create a safe emotional space.
• •Connect Product to Mission: Consistently link the apparel to the greater cause. Remind customers that their purchase is an act of support for the free therapy app, giving every item a deeper meaning.
• •Maintain a Soft, Gentle Tone: Avoid aggressive sales language, exclamation points, and hype. The voice should be calm, reassuring, and authentic, like a supportive friend.
• •Foster Community in Your Copy: Use inclusive language that invites people into the "Deep Feelers Club." Ask questions, encourage sharing (within comfort levels), and position the brand as a gathering place for like-minded individuals.

Social Perception

Perceived as a mission-driven movement rather than just a clothing line. Customers and followers connect deeply with its purpose of promoting emotional wellness and making therapy accessible. It is seen as a positive force in the mental health space, building trust through the founder's authentic presence and positioning itself as a key voice within the broader 'It's okay to feel' conversation.

Copy Examples

• •Some days are for sunshine, others are for rain. And every single one is a perfect day to be exactly who you are. Your feelings are valid, your journey is your own, and you never have to walk it alone. Wear a reminder that it's okay to feel it all. #ItsOkayToFeel #MentalHealthMatters #YouBelongHere
• •More than just a t-shirt, this is your gentle reminder. Made from ultra-soft, breathable cotton, it’s designed for days when you need a little extra comfort. The simple, embroidered message is a quiet statement of self-compassion. Every purchase helps us get one step closer to launching our free therapy app, turning a soft shirt into a symbol of support for all.
• •For the deep feelers: a community is waiting.
• •Wear The Change You Want To See. At It's Okay to Feel, we believe clothes can do more. They can start conversations, build community, and fund a future where mental health support is free for everyone. Join the movement.
• •A reminder you might need today... Hey, just checking in. If you're feeling overwhelmed, anxious, or even just a little 'off' today, that's okay. You don't need a reason. Your emotions are real, and they deserve space. Be kind to yourself. You're doing great. #MentalHealthAwareness #GentleReminder #ItsOkayToFeel