Brand Tone

empowering, confident, friendly, and stylish

Brand Values

• •Empowerment
• •Confidence
• •Style & Fashion
• •Comfort
• •Modesty & Coverage
• •Inclusivity/Accessibility
• •Quality & Sun Protection
• •Individuality

Best Practices

• •Always Lead with Empowerment: Frame messages around how the swimwear makes the wearer *feel* – confident, stylish, comfortable, free. Use uplifting and positive language.
• •Highlight the "Fashion Meets Modesty" Angle: Consistently reinforce that the brand doesn't compromise on style to achieve coverage. Use descriptive words that evoke fashion and trendiness alongside modesty.
• •Speak Directly to Her Needs & Values: Acknowledge the customer's desire for coverage, comfort, and sun safety, and position the brand as the understanding solution.
• •Maintain a Friendly & Approachable Voice: Use "you" and "we" to create a connection. Keep the tone warm, inviting, and supportive, as if speaking to a friend. The founder's story can be subtly woven in to reinforce this.
• •Show, Don't Just Tell, with Visuals and Stories: Ensure copy works hand-in-hand with imagery that reflects happy, confident women enjoying themselves. Incorporate customer testimonials and user-generated content snippets in marketing copy to let authentic voices reinforce the brand message.

Social Perception

The brand is recognized for successfully addressing a niche market and for its stylish approach to modest swimwear. It's seen as an empowering brand that allows women to maintain their values without sacrificing style or comfort.

Copy Examples

• •Headline: Dive into Confidence. Our stylish, full-coverage swimwear is designed so you can make waves, your way. Body: Feel empowered and effortlessly chic in Modest Mermaid. Australian-designed for comfort, SPF50+ sun safety, and the freedom to be you.
• •Social Media Post: Sun-kissed skin, saltwater smiles, and zero compromises. ✨ Our latest collection is here to ensure you look and feel amazing, with the perfect blend of fashion and coverage. Who says modest can't be stunning? #ModestMermaid #SwimConfidence #StyleAndComfort
• •Product Description Snippet (for a swim dress): Embrace the sunshine in our [Product Name] Swim Dress! Designed with you in mind, it offers elegant coverage, SPF50+ protection, and a splash of vibrant style. Quick-drying and incredibly comfortable, it’s your perfect partner for every waterside adventure, empowering you to swim, play, and relax with total confidence.
• •Email Subject Line: Ready to feel fabulous? Your dream modest swimwear awaits! Email Body Preview: Finally, swimwear that lets your confidence shine! Discover Modest Mermaid's Australian-designed collection – where style meets coverage and comfort. Get ready to fall in love with the water all over again.
• •Ad Copy: Tired of choosing between modesty and style? At Modest Mermaid, we believe you deserve both. Our beautifully designed swimwear offers the coverage you desire and the fashion you love. Feel free, feel fabulous, feel mermaid-confident.