Brand Tone

Warm & Caring, Calm & Soothing, Authentic & Sincere, Friendly & Approachable, Slightly Playful/Creative

Brand Values

• •Comfort & Well-being
• •Care & Affection
• •Sustainability
• •Portuguese Identity
• •Quality & Durability
• •Simplicity & Mindfulness
• •Social Responsibility

Best Practices

• •Create a Tone of Voice Guide: Document the key characteristics of HUG’s tone (Warm, Caring, Calm, Authentic, Friendly) with examples of "do's and don'ts." This should be a reference for anyone writing copy for the brand.
• •Embrace "Hug" Language: Consistently use words and phrases that evoke warmth, care, comfort, softness, gentleness, and affection. Think of the copy as giving the reader a verbal hug.
• •Focus on "Feeling" and Benefits: Instead of just listing product features, describe the *feeling* the product provides (e.g., "sinking into blissful comfort," "your personal sanctuary," "a gentle embrace"). Highlight how the products contribute to well-being and a better lifestyle.
• •Be Authentic and Transparent: When discussing values like sustainability or social impact, be specific and genuine. Avoid vague claims. Share stories and processes that reinforce these values.
• •Engage Empathetically: In all communications, especially customer service interactions and social media replies, maintain a consistently empathetic, patient, and understanding tone. Listen actively and respond with care.

Social Perception

Positive & Appreciative, Trusted, Associated with Self-Care and Gifting, Eco-Conscious (Aspirational/Actual), Innovative Comfort

Copy Examples

• •Product Post (Instagram/Facebook): Wrap yourself in a cloud of softness. ✨ Our cape HUG isn't just a garment, it's an invitation to pause, breathe, and find your moment of peace. Crafted with care in Portugal, for your ultimate comfort. #HugExperience #ComfortRevolution #MadeInPortugal #SelfCareEveryday
• •Blog Teaser (Social Media): Feeling overwhelmed? Sometimes, the simplest acts of self-care can make the biggest difference. Discover 5 gentle ways to reconnect with yourself in our latest HUG Magazine article. Link in bio to embrace a little more calm. 🌿 #HugWellBeing #MindfulLiving #SlowDown #TakeCareOfYou
• •Email Subject Line (Promotion): A Little Hug For Your Inbox (and Your Well-being!) (Body Preview: Discover our new collection designed to bring more comfort and serenity into your everyday life...)
• •Website Homepage Banner: HUG: More Than Comfort, It's a Feeling. Experience the Portuguese art of well-being, crafted with love and sustainability in mind.
• •Customer Testimonial Share (Social Media): We're blushing! 🥰 Reading words like Maria's – 'My HUG cape has become my daily dose of cozy!' – warms our hearts. It's why we do what we do: to bring a little more comfort into your world. Thank you for sharing the HUG love! #HugCommunity #CustomerLove #SharedComfort