Brand Tone

Friendly and Approachable, Honest and Transparent, Empowering and Inclusive, Conscious and Purpose-Driven, Informative yet Casual

Brand Values

• •Sustainability
• •Comfort
• •Community
• •Consciousness/Ethics
• •Transparency
• •Quality

Best Practices

• •Embrace Your "Why": Always circle back to the core mission – tackling fashion waste and prioritizing comfort and community. Let this purpose shine through in all communications. Your copy should feel authentic to this mission.
• •Speak Like a Friend, Inform Like an Expert: Use warm, approachable, and inclusive language. Avoid overly technical jargon when discussing sustainability, but be clear and transparent about your processes and impact. Share facts in a digestible way.
• •Be Consistently Transparent: Honesty builds trust. Don't shy away from talking about the challenges of being a sustainable brand or your journey to improve. This reinforces your authenticity.
• •Spotlight Your Community & Values: Incorporate user-generated content, share customer stories (with permission), and consistently highlight your core values like comfort, consciousness, and sustainability in your messaging. This shows you live your values.
• •Keep it (Not So) Basic & Positive: While addressing serious issues like fashion waste, maintain an overall positive and empowering tone. Focus on the solutions you offer and the good you're creating. Let the "Not Basics" name inspire a little playful confidence in your copy.

Social Perception

A genuinely sustainable and ethical brand, Comfort-focused, High Quality, Trustworthy and Relatable, Inclusive and Body-Positive, Innovative

Copy Examples

• •Instagram Post (Product Focus - Bodysuit): Meet your new everyday hero. ✨ Our (Not So) Basic Bodysuit isn't just incredibly soft (thank you, deadstock cotton!), it's made with love for you and the planet. Less waste, more comfort, all day long. #NotBasics #SustainableStyle #ComfortFirst #UpcycledFashion #EthicallyMade
• •Email Subject Line (New Collection): Psst... Something comfy (and kind to Earth) just dropped! 🤫 Email Body Snippet: Ready for a comfort upgrade? Our latest collection of (Not So) Basics has arrived! Crafted from beautiful deadstock fabrics that we've saved from landfill, these pieces are all about feeling good – inside and out. Because style shouldn't cost the Earth. Discover the new arrivals...
• •Website Banner (Homepage): Rethink Your Basics. Seriously Comfortable. Seriously Sustainable. ✨ Shop underwear & essentials made from upcycled deadstock fabrics.
• •TikTok Video Concept (Voiceover Script): (Video: Quick cuts showing fabric sourcing, design sketch, someone comfortably wearing the underwear, packaging) Ever wonder what happens to leftover fabrics? 🤔 We snatch them up! From forgotten tees to beautiful deadstock rolls, we turn potential waste into your favorite super-soft undies. Better for your bum, better for the planet. That’s Pantee... oops, we mean NOT BASICS! 😉 #SustainableFashion #Upcycling #ComfortRevolution #PanteeStory
• •Facebook Ad (Brand Story Focus): Tired of choosing between comfort, style, and sustainability? So were we. That's why two sisters started Pantee (now NOT BASICS!) – to create feel-good underwear from fabrics that deserve a second chance. Join our community and discover basics that are anything but. 🌱 #WearTheChange #SustainableUnderwear #FemaleFounded #FashionWaste