Brand Tone

Aspirational, Conscious, and Serene

Brand Values

• •Sustainability
• •Female Empowerment & Entrepreneurship
• •Inclusivity
• •Authenticity
• •Quality & Craftsmanship

Best Practices

• •Lead with Values: Always connect the product back to the core values of sustainability and ocean conservation. Whether it's a social media caption or a product description, this mission should be front and center.
• •Use Sensory Language: Evoke the feeling of the beach. Use words like "salty," "sun-kissed," "buttery-soft," "serene," and "breeze" to transport the audience to the brand's ideal environment.
• •Maintain a Positive and Empowering Tone: Frame messages around confidence, freedom, and inclusivity. Celebrate all body types and empower women to feel good in their skin and their swimwear.
• •Tell the Story: Regularly weave in elements of the founders' story. Remind the audience that the brand is female-founded, handmade, and born from a genuine passion. This builds authenticity and a personal connection.
• •Create a Cohesive Visual and Textual Narrative: Ensure the tone of the copy always matches the serene, aspirational, and natural aesthetic of the photos and videos. The words should feel like they belong in the images you post.

Social Perception

Salty Air Swimwear is perceived as a genuine, mission-driven brand with a strong ethical foundation. It is seen as committed to sustainability and inclusivity, appealing to environmentally conscious consumers who value authentic storytelling and community.

Copy Examples

• •The Ocean is Calling. That quiet moment before the world wakes up. The salt on your skin, the sun on your back. Our swimwear is made for this. Crafted from recycled ocean waste, each piece is a promise to protect the places we love. #SaltyAirSwimwear #SustainableFashion #OceanLovers
• •Feel Good, Inside and Out. Our buttery-soft swimwear isn't just designed to fit every body beautifully—it's made from reclaimed materials to help our planet thrive. Wear the change you want to see. #EcoFriendly #HandmadeWithLove
• •Your Sustainable Summer Awaits… Hi [Name], dreaming of sun-drenched days and crystal-clear water? We are too. As a female-founded brand born from a love for the sea, we pour our hearts into creating swimwear that's as kind to the earth as it is to your skin. Discover our new, handmade collection and join our eco-friendly community.
• •Packing for a beach day! Step 1: My favorite bikini that's actually made from recycled water bottles. Feels amazing AND helps clean the ocean? Yes please. Good for my confidence, great for the planet. 🌎✨ #SustainableSwim #EcoChic #SaltyAir
• •The Aloha Classic Top. Timeless style meets modern values. The Aloha Classic is your go-to for endless summers, handmade in Hawaii from luxurious, eco-friendly fabric derived from recycled sea waste. Adjustable ties ensure the perfect fit for any and every body, so you can move, swim, and soak up the sun with confidence. Part of every purchase helps fund ocean conservation.