Brand Tone

Aspirational, confident, and effortlessly chic. The language is minimal, direct, sophisticated, and speaks to a self-assured woman who appreciates quality and timeless style, focusing on aesthetic and feeling.

Brand Values

• •Simplicity and Minimalism
• •Quality and Luxury
• •Confidence and Empowerment
• •Timeless Style

Best Practices

• •Lead with visuals: The brand is visually driven, so the copy should always complement the imagery, not overpower it. Keep text concise and impactful.
• •Use sophisticated and evocative language: Words like "luxe," "signature," "timeless," "chic," and "effortless" reinforce the brand's values. Avoid slang, overly casual phrasing, or aggressive sales language.
• •Maintain a consistent voice across all platforms: Whether it's a website description, an Instagram caption, or a customer service email, the tone should always be professional, friendly, and aligned with the brand's chic persona.
• •Focus on the feeling, not just the features: Instead of just describing a swimsuit, describe the feeling of wearing it – the confidence, the comfort, the elegance.
• •Develop a clear "About Us" narrative: To combat brand confusion and build a stronger connection with customers, it is crucial to develop and prominently feature a brand story that outlines the mission, vision, and values of Mimi Swimwear. This will help to solidify the brand's identity in the minds of consumers.

Social Perception

Intended perception is that of a high-end, boutique swimwear brand; a source for sophisticated and stylish swimwear that is not mass-produced. Perception is almost entirely shaped by visual appeal due to limited online discussion and reviews.

Copy Examples

• •Effortless elegance, designed for the sun-seeker. Introducing The Signature Collection. #MimiSwimwear #TimelessDesign
• •The epitome of understated chic. Our classic one-piece is crafted from a luxurious, second-skin fabric that moves with you. A timeless silhouette for endless summers.
• •Your destination is calling. Pack the swimwear that matches the scenery. Mimi Swimwear - for the moments that matter.
• •Beyond the Trend. Discover swimwear that is both modern and timeless.
• •A Treat for the Minimalist | 15% Off Your Next Escape