Brand Tone

Warm, Friendly, Approachable, Conscious, Ethical, Inspirational, Evocative, Joyful, Colorful, Authentic, and Passionate

Brand Values

• •Fairness and Ethical Production
• •Sustainability and Environmental Responsibility
• •Comfort and Well-being
• •Quality
• •Community and Inclusivity
• •Joy, Color, and Freedom
• •Social Responsibility and Impact

Best Practices

• •Embrace Warmth and Inclusivity: Always use welcoming, friendly language. Address the customer directly and make them feel part of the "paigh family." Use positive and uplifting words.
• •Lead with Values: Weave fairness, sustainability, and ethical production into your messaging naturally. Don't just state facts; tell the story behind these values and their impact.
• •Evoke a Sense of Wanderlust and Well-being: Use descriptive, sensory language that transports the reader and connects the clothing to feelings of comfort, freedom, and joyful experiences.
• •Be Authentic and Transparent: Share the brand's story, the origin of the products, and the people behind them. Honesty about processes and materials builds trust.
• •Maintain Visual and Verbal Harmony: Ensure that the tone of the copy is consistently reflected in the brand's imagery, color palettes, and overall visual identity across all platforms. The vibrant, joyful aesthetic should match the equally positive and conscious language.

Social Perception

Largely positive: Customers praise the comfort, quality, and unique designs of the clothing. Appreciation for ethical standards and alignment with a relaxed, conscious, and travel-inspired lifestyle. The brand successfully communicates the idea that their clothing is more than just apparel; it's about embodying a feeling of freedom and well-being.

Copy Examples

• •Feel the vibrant energy of a Thai market and the gentle touch of a summer breeze, all woven into our latest collection. ✨ Each piece is lovingly handcrafted by our artisan partners, ensuring fair wages and a happier planet. Wrap yourself in comfort, color, and conscious style. #paigh #FairFashion #SustainableStyle #TravelInspired #FeelGoodClothing
• •More Than Just Clothing, It's a Feeling. Discover paigh: Fairly made, sustainably sourced, and designed to bring joy and freedom to your everyday adventures. Wear the world, comfortably.
• •Unleash your spirit of adventure with our signature Harem Pants. Made from luxuriously soft, eco-friendly viscose, they offer unparalleled comfort whether you're exploring new horizons or finding peace in your favorite quiet corner. Ethically produced in Thailand, every pair supports fair livelihoods and a kinder fashion industry. Feel good, do good, look amazing.
• •Hey [Customer Name], ready to add a little more color to your world? 🌈 Our new arrivals have just landed, bringing with them the promise of sunny days and carefree moments. As part of the paigh family, get an exclusive sneak peek and a special thank you for helping us make fashion fairer for everyone.
• •Our journey began with a spark of inspiration in Northern Thailand – a desire to capture that feeling of pure joy, freedom, and connection. At paigh, we pour that passion into every thread, creating beautiful, comfortable clothing that’s made fairly and sustainably. We believe fashion can be a force for good, for you and for the artisans who bring our designs to life.