Brand Tone

Conscious Elegance: Elegant, refined, mindful, principled, authentic, artisanal, and empowering.

Brand Values

• •Sustainability
• •Ethical Craftsmanship
• •Uniqueness & Individuality
• •Swiss Quality
• •Timeless Style

Best Practices

• •Lead with Values: Start with the 'why'—the sustainability, the craftsmanship, the ethical story. The product's features should support this narrative, not lead it.
• •Use a Consistent Lexicon: Maintain a core vocabulary across all platforms. Words like 'artisanal,' 'handcrafted,' 'conscious,' 'elegant,' 'respect,' and 'inspire' should be woven into product descriptions, social posts, and web copy to reinforce the brand identity.
• •Emphasize Sensory & Emotional Language: Describe how the fabrics feel, how the kimonos drape, and how wearing them inspires confidence. Use evocative language like 'a whisper of elegance' or 'woven with principle' to create an emotional connection.
• •Tell the Story of 'Swiss Made': Don't just state it as a fact. Explain what it means for the customer: unparalleled quality, meticulous attention to detail, and a product made with integrity. This justifies the premium positioning.
• •Balance Exclusivity with Invitation: Use language that makes the customer feel they are discovering something special and unique ('collectibles,' 'artisanal'), but keep the tone inviting and welcoming ('Immerse yourself in our world'). Avoid being distant or unapproachable.

Social Perception

A premium, niche fashion label for the conscious consumer, perceived as high-quality, artistic, trustworthy, ethical, aspirational, and community-focused.

Copy Examples

• •Elegance, redefined. Our Double Face Kimono is more than a garment; it's a promise. Handcrafted in Switzerland from the finest natural fibers, it’s designed for the woman who dresses with intention. Discover a style that respects the planet and inspires your confidence. #MermaidsSwiss #EthicalFashion #SlowFashion #SwissMade #Artisanal
• •Headline: Woven with Principle. Worn with Confidence. Sub-headline: Experience the art of ethical, handcrafted kimonos. Made in Switzerland, designed for the world. Button: Explore The Collection
• •A whisper of elegance, a statement of intent. The Black Sheer Kimono is artfully handcrafted to drape beautifully over any silhouette, offering a touch of mystery and timeless style. Woven from sustainably sourced natural fibers in our Swiss atelier, this piece embodies our commitment to responsible luxury. Wear it to elevate a simple evening or to empower your everyday.
• •Subject: A Story in Every Thread: Your Invitation to Responsible Luxury
• •One kimono, endless style. Crafted to last, designed to inspire. ✨ #kimonostyle #sustainablefashion #capsulewardrobe #madeinswitzerland #mermaidswiss