Brand Tone

Sophisticated, Caring, and Aspirational.

Brand Values

• •Health & Wellness
• •Unhindered Elegance
• •Empowerment
• •Versatility
• •Authenticity

Best Practices

• •Lead with the Mission: Always connect the copy back to the core "why" of the brandempowering women to live actively and healthily. Frame products not just as apparel, but as tools for a better lifestyle.
• •Use Elevated Vocabulary: Consistently use words like "elegance," "sophistication," "luxe," "effortless," "versatile," and "empower." Avoid overly casual slang, hype-driven language, or generic marketing phrases.
• •Balance Function and Fashion in Every Message: Never mention the style without the UPF rating, and never mention the UPF rating without the style. The fusion of these two elements is the brand's unique selling proposition and must be present in all communications.
• •Tell the Founder's Story: Periodically weave the authentic mother-daughter story into marketing materials (emails, social posts, web copy). This reinforces the brand's purpose-driven nature and builds a stronger customer connection.
• •Write for an Aspirational Audience: The copy should always speak to the customer's ideal self. Use language that evokes feelings of confidence, grace, and freedom, reflecting the aspirational lifestyle the brand represents.

Social Perception

Purpose-Driven, Niche & Premium, Trustworthy

Copy Examples

• •From match point to mimosa point. Our Sleeveless Pleated Performance Dress is crafted with UPF 50+ fabric to protect your skin and designed with timeless elegance to carry you through the rest of your day. Because your style and your health should never be a compromise. #NINIDesigns #SunSafeStyle #LuxuryActivewear
• •Headline: The Activewear That Protects. Text: Stop choosing between sun protection and style. NINI Designs was created for the active woman who demands both. Discover our collection of luxury, UPF-rated apparel designed to move with you from the court to the café. Shop the solution to effortless, sun-safe living.
• •Elegance is your best defense. The NINI Cropped Jacket is your essential layer for sun-drenched days, offering UPF 30+ protection in a silhouette of timeless sophistication. Sculpted to flatter and designed for effortless movement, it’s the perfect companion for a morning on the course or an afternoon on the patio. Transition through your day with confidence, knowing you are wrapped in both style and safety.
• •The Secret to Effortless Sun-Safe Style
• •Where Timeless Elegance Meets Sun Protection.