Brand Tone

Friendly and Approachable, Confident and Empowering, Fun-loving and Playful, Authentic and Relatable, Informative and Helpful

Brand Values

• •Confidence and Empowerment
• •Inclusivity
• •Sustainability and Ethical Production
• •Quality and Durability
• •Comfort
• •Joy and Fun
• •Authenticity and Connection
• •Sun Safety

Best Practices

• •Embrace Storytelling: Continuously weave in the brand's origin story and the inspiration behind Sheila May. This personal touch resonates with the friendly, authentic, and nostalgic aspects of the brand.
• •Use Uplifting and Empowering Language: Focus on how the swimwear makes the wearer feel – confident, happy, comfortable, joyful. Avoid jargon and maintain a positive, encouraging voice.
• •Highlight Core Values Consistently: Regularly mention sustainability (e.g., "made from recycled fishing nets"), inclusivity ("for every body"), and quality in product descriptions, social media posts, and email marketing.
• •Maintain an Australian "Voice" (Subtly): While the brand also targets the US, incorporating a touch of friendly, down-to-earth Australian colloquialism (where appropriate and understandable for a broader audience) can reinforce its origin and personality (e.g., "bathers," "ripper"). The "fun-loving Aussie woman" is a key part of the identity.
• •Engage with the Community: Mirror the friendly and helpful tone in all customer interactions, social media replies, and personalized advice. Encourage user-generated content and feature diverse customers to reinforce inclusivity and authenticity.

Social Perception

Positive and Appreciative, Seen as a Go-To for Comfortable, Well-Fitting Swimwear, Respected for Ethical Practices, Body Positive and Inclusive, Trustworthy

Copy Examples

• •Headline: Dive into Joy! ✨ Body: Remember that feeling? Pure, unadulterated fun in the sun? Our Nan, Sheila May, lived for those moments, and so do we! Our latest collection, bursting with vibrant prints and crafted from feel-good recycled fabrics, is designed to bring that same carefree confidence to your every splash. Find your perfect fit, feel amazing, and make some memories! #SheilaMaySwim #AussieSummer #SustainableStyle
• •Headline: Confidence Looks Gorgeous On You. Body: Tired of swimwear that pinches, pulls, or makes you want to hide? At Sheila May Swim, we believe every woman deserves to feel incredible by the water. Our thoughtfully designed pieces offer the perfect blend of comfy coverage, mood-boosting colours, and sustainable materials, so you can soak up the sun with zero worries. You’re a legend, Sheila! #FeelGoodSwimwear #BodyPositive #SheilaMayConfidence
• •Headline: Made for Real Life, Real Women, Real Fun. Body: From chasing little ones to catching waves, our swimwear is built to keep up with YOU. Crafted with love from recycled ocean waste, our suits offer UPF 50+ protection, stay-put comfort, and designs that let your vibrant personality shine. Because life’s too short for boring bathers! #SheilaMaySwimAustralia #EcoFriendlyFashion #SwimwearThatMoves
• •Headline: Your Perfect Swim Combo Awaits! 🌈 Body: Bright patterns? Classic solids? A bit of cheeky colour clashing? We say, why not have it all! Sheila May Swim is all about mix-and-match magic. Create a style that’s uniquely yours with our range of supportive tops and comfy bottoms, all ethically made to make you and the planet happier. #MixAndMatchSwimwear #SustainableChoices #SheilaMayStyle
• •Headline: Inspired by Nan, Designed for You. Body: Sheila May was a woman who knew her mind, loved bold colours, and was always happy in her own skin. That’s the spirit woven into every one of our swimsuits. We’re here to help you find swimwear that feels like a joyful celebration of you – comfy, stylish, and ready for any adventure. Let's make a splash! #SheilaMayLegacy #AussieMadeWithLove #ConfidenceIsKey