Brand Tone

serene, natural, aspirational, calm, evocative, minimalistic, warm, and inviting.

Brand Values

• •Authenticity
• •Natural Materials
• •Timelessness
• •Craftsmanship and Quality
• •Mediterranean Lifestyle

Best Practices

• •Emphasize Storytelling: Every piece of copy should connect back to the brand's origin story, fusing Indian inspiration, French fashion, and Mallorcan spirit.
• •Use a Sensory and Evocative Vocabulary: Utilize words like "fresh," "soft," "breezy," "sun-drenched," and "natural" to reinforce the brand's connection to its Mediterranean environment and material quality.
• •Maintain a Minimalist and Calm Voice: Avoid exclamation points, aggressive calls-to-action, and trend-heavy slang. The tone should remain as calm, clean, and timeless as the garments.
• •Highlight "Timeless" over "Trendy": Consistently position products as long-lasting staples rather than seasonal items, using phrases like "effortless style," "timeless favorites," and "wardrobe essentials."
• •Connect with Nature: Visual and written content should reflect a deep appreciation for the natural world by referencing "Mediterranean summers," using natural settings for photoshoots, and highlighting "natural fabrics."

Social Perception

Positive, perceived as a brand known for carefree and colorful hippie clothing and accessories, popular with multiple stores in Mallorca, featuring a cohesive online presence and valuing its customer base through initiatives like best-seller lists.

Copy Examples

• •Breathe in the Mediterranean air. Our 100% linen shirt is designed for moments like these—timeless, effortless, and endlessly comfortable. Discover the feeling of natural fibers against your skin. #NilayMallorca #LinenLife #TimelessStyle
• •Inspired by the vibrant colors of an Indian market and the gentle spirit of a Mallorcan summer, this dress is a story woven in fabric. Its light, airy feel and unique pattern make it a timeless piece for any occasion. Made with passion, designed to be loved.
• •Fashion that feels like a holiday. At Nilay, we blend French design sensibility with Mallorcan soul. Our collection of timeless linen and cotton pieces is made for those who value quality and natural elegance. Shop our new collection online.
• •Subject: Inside: Your new favorite linen piece awaits. Body: Hello, discover our latest arrivals, crafted from the finest natural fabrics for a timeless look and feel. Embrace the effortless elegance of Nilay.
• •From Mallorca, with love. Each Nilay garment is a piece of our story—a blend of global inspiration and local soul. We hope you find something that speaks to you. Thank you for supporting our dream.