Brand Tone

Luxurious & Elegant, Authentic & Story-Driven, Caring & Nurturing, Informative & Appreciative, Inspirational & Curious

Brand Values

• •Heritage & Craftsmanship
• •Quality & Luxury
• •Wellness & Comfort
• •Authenticity & Transparency
• •Connection & Meaning
• •Sustainability & Natural Materials

Best Practices

• •Emphasize Storytelling: Consistently weave the narrative of heritage, artisan craftsmanship, and the journey of the raw silk into all communications. Use specific details like the Yangtze River Delta, hand-stretching techniques, and the "Open Road" philosophy.
• •Use Elegant and Evocative Language: Choose words that convey luxury, comfort, authenticity, and the sensory experience of the silk (e.g., "ultra-smooth," "fluffy," "breathable," "supremely soft," "perfectly imperfect"). Maintain a respectful and appreciative tone.
• •Highlight Wellness and Transformative Benefits: Focus on how the products solve customer problems (e.g., temperature regulation, night sweats, allergies, better sleep for couples) and improve their quality of life, rather than just listing features. Use customer testimonials that speak to these transformations.
• •Maintain Visual Consistency: Ensure all imagery aligns with the luxurious, serene, and natural aesthetic of the brand. Showcase the texture and drape of the silk, and the craftsmanship involved where possible.
• •Educate and Inform: Continue to explain the unique properties of *raw* silk versus other silks or bedding materials. Share care instructions that reinforce the preciousness and longevity of the product. This positions the brand as a knowledgeable and transparent authority.

Social Perception

High-Quality & Luxurious, Effective for Sleep Issues, Beautiful & Well-Crafted, Comforting & Life-Changing, Trustworthy & Good Customer Service, Unique Product

Copy Examples

• •Headline: Discover the Undisturbed Sleep You’ve Dreamt Of. Body: Beneath a KAILU raw silk duvet, find more than just luxurious comfort. Uncover a heritage of artisan skill, hand-stretched silk that breathes with you, and nights of perfectly regulated temperature. It’s not just bedding; it’s a passage to restorative rest. Experience the KAILU difference. Call to Action: Explore Our Heritage Collection.
• •Headline: Perfectly Imperfect. Uniquely Yours. Body: Our raw silk is "unreel"—left in its natural, fluffy state to preserve its incredible wellness benefits. Handcrafted by generations of artisans in the Yangtze River Delta, each KAILU piece tells a story of tradition and unparalleled softness. Embrace sleep that’s as authentic as our silk. Call to Action: Learn the Story of Raw Silk.
• •Headline: The Secret to Harmony in Bed? Silk That Adapts. Body: Too hot? Too cold? Our breathable raw silk duvets intuitively regulate to your individual climate needs, and your partner’s. Experience the peace of shared comfort, night after tranquil night. Hand-stretched for lasting quality and an unparalleled sleep experience. Call to Action: Find Your Perfect Duvet.
• •Headline: Rooted in Heritage. Redefined for Your Modern Life. Body: KAILU (开路) means "Open Road." We journey to ancient silk villages to bring you bedding that blends centuries of wisdom with contemporary design. Support fading crafts and envelop yourself in the legacy of emperors, redefined for the way you live now. Call to Action: Shop Artisan-Made Silk.
• •Headline: More Than Luxury, It’s a Wellness Ritual. Body: Experience the naturally hypoallergenic and dust-mite resistant qualities of pure mulberry raw silk. Gentle on your skin, calming for your sleep. Each KAILU creation is an invitation to invest in your well-being, one restful night at a time. Call to Action: Gift Yourself Restorative Sleep.