Brand Tone

Mindful, Serene, Authentic, and Connected

Brand Values

• •Connection
• •Authenticity
• •Mindfulness
• •Regenerative Approach (Conscious Creation)
• •Timelessness
• •Inclusivity & Love
• •Transparency & Accountability

Best Practices

• •Embody "Mindful Language": Use words that evoke calmness, intention, and thoughtfulness (e.g., "serene," "gentle," "conscious," "intentional," "cherish," "nurture"). Avoid overly aggressive, loud, or trend-driven jargon.
• •Connect to Nature Consistently: Weave in references to natural elements, the coast, and the Earth, aligning with the brand's inspiration and aesthetic. This reinforces the "planetary tones and seaside textures" ethos.
• •Speak from Authenticity & Values: Ensure all copy reflects the core values of connection, authenticity, love, respect, and the journey towards regeneration. Share the brand's story and mission genuinely.
• •Focus on Timelessness and Feeling, Not Fleeting Trends: Emphasize the longevity, comfort, and emotional connection of the garments ("creates for feeling not trends"). Highlight how pieces transcend seasons and become part of the wearer's life.
• •Maintain an Inclusive and Gentle Voice: Communicate with kindness and an inviting tone, fostering a sense of community and shared values. The copy should feel like a welcoming conversation, making people "leave a little lighter than when they arrived."

Social Perception

Customers generally perceive Maurie and Eve positively, appreciating the brand's aesthetic, quality, and mindful approach. They are seen as a provider of timeless, minimalist resort wear. The brand is recognized for its move towards ethical and sustainable fashion.

Copy Examples

• •Instagram Post (New Collection): "Unveiling pieces born from the rhythm of the tides and the warmth of the sun. Our latest collection invites you to embrace serene moments and authentic style. Discover designs to live in, love, and cherish. #MaurieAndEve #MindfulFashion #TimelessStyle"
• •Website Banner (Sustainability Focus): "Woven with intention, designed for forever. We believe in fashion that nurtures both you and the Earth. Explore our journey towards a regenerative future. Wear, Share, Repair, Repeat. #ConsciousCreation #EarthKindly"
• •Email Newsletter (Brand Story): "From Grandma Eve's sewing machine to your wardrobe, every Maurie and Eve piece carries a story of connection and love. We create for feeling, not for trends, crafting garments that become a cherished part of your journey. Feel the difference. #OurStory #AuthenticLiving"
• •Product Description (Dress): "The [Dress Name] Dress: A gentle embrace of organic cotton, designed to move with you through life’s quiet adventures and sun-drenched days. Its flowing silhouette whispers of coastal breezes and serene landscapes. A timeless companion for your mindful moments. #ResortWear #NaturalFabrics"
• •Facebook Ad (Community Focus): "Join our circle of global citizens. A space for kindness, connection, and a shared love for our world. At Maurie and Eve, we're more than just a label; we're a community finding beauty in simplicity and strength in authenticity. Discover more. #MECommunity #Connected"