Brand Tone

aspirational, conscious, and elegantly confident. It is educational & passionate, empowering & inclusive, and sophisticated & timeless.

Brand Values

• •Sustainability
• •Ethical Production
• •Female Empowerment & Community
• •Quality & Timeless Design

Best Practices

• •Always connect the product back to the core values. A sentence should rarely be just about the swimsuit; it should be about the confidence it inspires, the sustainability it represents, or the community it builds.
• •Employ words like "conscious," "mindful," "purpose," "regenerated," and "timeless." This vocabulary reinforces the brand’s identity and mission.
• •Address your audience directly and inclusively (e.g., "our community," "fellow Juls," "for every woman"). This fosters a sense of belonging and strengthens brand loyalty.
• •While the imagery is aspirational (European summers, beautiful beaches), the language should remain grounded and authentic. Talk about real feelings like confidence and comfort, not just abstract luxury.
• •When discussing sustainability, frame it as an invitation to be part of a positive solution. Share facts about ECONYL® or ethical production as an exciting part of the brand story that customers can feel good about participating in.

Social Perception

premium, authentic, and trustworthy sustainable brand. The public views the brand's commitment to sustainability and ethics as genuine, not just a marketing tactic. Customers and reviewers associate Julienne with high-quality materials and flattering, well-constructed designs. The brand is seen as more than just a swimwear company; it's perceived as a lifestyle brand that promotes positive values like environmental consciousness and self-confidence. The community aspect of the "Jul's Tribe" appears to resonate well, making customers feel like they are part of a movement.

Copy Examples

• •Confidence is timeless. Like the waves, our style is eternal. Crafted from regenerated sea plastics, our swimwear is a love letter to the ocean and to yourself. Wear the change you want to see. #JulienneSwim #SustainableStyle #JulsTribe
• •Where Timeless Design Meets a Clear Conscience. Discover swimwear that not only flatters every curve but also honors our planet. Ethically handmade in Portugal from regenerated ECONYL® nylon. Swim with purpose.
• •Effortless Elegance, Enduring Quality. The Kaspar one-piece is the epitome of sophisticated simplicity. Its classic cut provides timeless support and comfort, while the buttery-soft ECONYL® fabric feels like a second skin. Designed to last for countless summers, this is the only swimsuit you’ll ever need.
• •Subject: Join the Tribe, Love the Planet. Welcome to the Jul's Tribe! We're more than a brand; we are a community of conscious women celebrating a meaningful way of life. Each Julienne piece you wear is a step towards cleaner oceans and a commitment to loving the skin you're in. Thank you for being part of the change.
• •For Every Woman. For a Better Planet. Your search for the perfect swimsuit is over. At Julienne, we create ethically-made, sustainable swimwear designed to make every woman feel beautiful and confident. Find your perfect fit and join a movement that feels as good as it looks.