Brand Tone

Nurturing, Sophisticated, and Mindful

Brand Values

• •Wellness and Quality Rest
• •Comfort and Quality
• •Sustainability
• •Thoughtful Design
• •Empathy and Community

Best Practices

• •Use Empathetic Language: Always start from a place of understanding. Use words that convey care, comfort, and support, such as "nurture," "unwind," "gentle," and "restorative."
• •Focus on the "Why," Not Just the "What": Instead of just selling pyjamas, sell better sleep and stronger mornings. Frame the products as tools for achieving wellness and balance, connecting every feature back to the core mission.
• •Maintain a Sophisticated and Clean Aesthetic: Ensure all visualsfrom website design to social media postsare high-quality, uncluttered, and use a calm color palette. This visually reinforces the brand's premium, mindful positioning.
• •Weave in the Founder's Story: Continue to share the personal and relatable origins of the brand. Stories of motherhood, the challenges of working from home, and the search for rest make the brand more human and trustworthy.
• •Be Intentional with Details: Highlight the conscious choices made, whether it's the sustainable origin of the Tencel fabric or the calming properties of a candle's ingredients. This reinforces the value of "thoughtful design" and mindfulness.

Social Perception

The public and customer perception of Selenightco is overwhelmingly positive. Customers and reviewers frequently praise the softness and quality of the fabrics. The brand has successfully cultivated a reputation for creating comfortable yet chic loungewear. Selenightco is perceived as more than just a clothing brand; it is seen as a wellness-focused company dedicated to improving sleep and well-being. This mission resonates strongly with its target audience. The commitment to sustainability is a key part of its public image and is often mentioned in articles and reviews, appealing to conscious consumers. As a Singaporean brand, it has garnered a loyal local following and positive press, establishing itself as a reputable name in the region's fashion and wellness scene.

Copy Examples

• •Your day is done. The noise has faded. Now, it's your time. Slip into the unmatched softness of our new Signature Pyjamas. Woven from sustainable bamboo, they’re designed not just for sleep, but for the quiet moments of peace you deserve. Sleep well, rise stronger. #Selenightco #SleepWell #MindfulRest
• •Your ambition is limitless, but your energy isn't. Selenightco was born from the idea that true strength comes from rest. Our loungewear is designed with thermoregulating, buttery-soft fabrics to help you disconnect completely, so you can reconnect with your goals tomorrow. Invest in your rest.
• •Permission to Slow Down This Weekend. Unwind in comfort. Your weekend ritual starts here with 15% off our wellness essentials.
• •From long-haul flights to your local coffee shop, the AirMode set is designed for life in motion. We combined the buttery-soft feel of our signature sleepwear with a chic, sophisticated silhouette that’s too elegant to keep at home. Because comfort should follow you everywhere.
• •Our sets are made for both. What do you need more of today? (A) Focused Work (B) Deep Rest