Brand Tone

Empowering, personal, encouraging, friendly, supportive, authentic, relatable, relaxed, free-spirited, and adventurous.

Brand Values

• •Comfort and Confidence
• •Inclusivity and Body Positivity
• •Self-Love and Empowerment
• •Uniqueness and Quality
• •Customer-Centric Service

Best Practices

• •Lead with Emotion, Support with Function: Always start with the core feelings of confidence, self-love, and freedom, then follow up with the practical benefits.
• •Use "You-Centric" and Inclusive Language: Frame messaging around the customer, using phrases like "for you" and explicitly mentioning size range and custom options.
• •Tell the Founder's Story: Regularly weave the founder's journey and Hawaiian inspiration into content to connect customers to the brand's 'why'.
• •Emphasize Originality: Highlight unique prints, designs, and lasting quality to distinguish the brand from mass-market alternatives.
• •Foster a Community, Not Just Customers: Encourage user-generated content and celebrate customers' confidence to reinforce body-positive values.

Social Perception

The brand is perceived as authentic and purpose-driven, genuinely understanding and caring about customers' struggles with body image and confidence. It emphasizes comfort, a wide range of sizes, and custom tailoring, positioning itself as a solution-oriented and inclusive choice. The connection to Hawaii reinforces the core message of peace and self-acceptance, resonating with consumers seeking more than just a product.

Copy Examples

• •More than a swimsuit. It's a feeling. Remember when beach days were about fussing with your straps and feeling self-conscious? We decided to change that. Inspired by the freeing spirit of Aloha, our swimwear is designed for comfort that moves with you and styles that celebrate you. Dive into your day, not into self-doubt. #LikaSwimwear #DiveIntoSelfLove
• •Your Perfect Fit is Here. At Lika, we believe every body is a beach body. That's why we offer sizes from XS to XXL, custom sewing options, and cuts designed for different shapes. Find the swimsuit that makes you feel comfortable, confident, and completely you. First time with us? Get 5% off and discover your new favorite suit!
• •Comfort. Confidence. Aloha. Experience swimwear designed to make you feel as free as the ocean.
• •From a dream in my head... to a feeling of freedom on the waves. ✨ #HandmadeWithLove #SurferGirl #BodyPositivity #LikaSwimwear
• •New Arrivals, Same Aloha Spirit. Hi [Name], Our new collection has arrived! Inspired by the warm sunsets of Waikiki, these pieces carry our core promise: empowering comfort and effortless style, designed so you feel your best. Each piece is crafted with unique prints and quality that lasts. Find your new favorite and bring a little more self-love to your next beach day.