Brand Tone

Empathetic, solution-oriented, confident, authoritative, encouraging, and personal, aiming to inspire confidence through innovation and direct communication.

Brand Values

• •Innovation and Problem-Solving
• •Comfort Without Compromise
• •Quality and Craftsmanship
• •Customer-Centricity

Best Practices

• •Lead with Empathy: Start copy by acknowledging the customer's pain points (back bulge, uncomfortable bands, visible lines). This shows the brand understands their struggle before presenting the solution.
• •Amplify the "Aha!" Moment: Use customer testimonials and the founder's story to frame Shapeez as a revolutionary discovery. Language should reflect the feeling of "finally finding the perfect solution."
• •Reinforce the "Why": Consistently mention the patented design, Canadian craftsmanship, and premium fabrics. This justifies the premium price point and builds trust in the product's quality and durability.
• •Use the Founder's Voice: Continue leveraging "Fit notes from Staci B." and a personal, direct tone in product descriptions and social media. This humanizes the brand and positions it as an expert guide.
• •Be Unapologetically Confident: Use strong, confident language ("We invented," "The best," "Revolutionary"). The brand's strength is its unique design, and the copy should reflect its leadership and innovation in its niche.

Social Perception

Shapeez is perceived as a transformative, high-value, and premium niche product by loyal customers within its size range, who become brand evangelists due to its comfort and smooth silhouette. Outsiders may find it exclusionary or confusing due to limited sizing and an unconventional measurement guide, but generally acknowledge the quality and concept.

Copy Examples

• •Tired of clothes that don't sit right? The problem isn't your shirt; it's the bra underneath. Say goodbye to back bulges and visible lines forever with the patented, band-free design of Shapeez. The smooth silhouette you've been looking for is finally here.
• •I am 77 years old and wear only these bras, even when I golf. They smooth everything out… except my golf swing.' - C.C., Verified Buyer. Discover why women are switching to Shapeez and never looking back. Comfort and confidence are just a click away.
• •It started with a frustrating bra and a new idea. Our founder, Staci Berner, invented the first Shapeez bra because she knew women deserved better. Made in Canada with premium Italian fabrics, our patented 360° smoothing design isn't just a bra—it's a revolution in comfort and support.
• •Feel flawless from every angle. Shapeez is more than a bra and a camisole in one; it's a confidence boost. Our design provides support, shaping, and slimming with no painful bands or closures, so you can focus on your day, not your bra.
• •That little black dress deserves a flawless foundation. With the Shapeez Ultimate bra, you get 360 degrees of smoothing that eliminates back fat and visible lines. Step out looking sleek, feeling supported, and completely comfortable all night long.