Brand Tone

Inspirational, Artistic, and Liberated

Brand Values

• •Authenticity & Heritage
• •Creativity & Boldness
• •Quality & Comfort
• •National Pride
• •Individuality

Best Practices

• •Lead with Emotion, Support with Detail: Start with the feeling (freedom, artistry, confidence) and then introduce the product features (linen fabric, unique print, comfortable fit).
• •Use an "Empowering" Vocabulary: Incorporate words like bold, liberated, story, art, express, unique, statement, flow, and confidence to reinforce brand values consistently.
• •Tell the Heritage Story: Regularly weave in the narrative of modernizing a traditional garment and the "Proudly made in Egypt" angle. This is a powerful differentiator.
• •Speak Directly to the "Free Spirit": Address the customer as an individual who is creative, confident, and non-conformist. Use "you" and "your" to make the connection personal.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the visual aesthetic on social media. If the image is dreamy and flowing, the caption should be poetic and inspiring, not salesy and aggressive.

Social Perception

Perceived as a niche, artistic, and unique brand for those with a 'boho-chic' or 'oriental-with-a-twist' aesthetic, reflecting a free-spirited lifestyle. It is also associated with quality and comfort, and benefits from a positive founder-led image. Challenges include distinguishing the brand from the generic 'sherwal' product category and avoiding confusion with similarly named businesses.

Copy Examples

• •Woven with sunlight and stories. Our new collection is here. Don't just wear a pattern—wear a feeling. Each piece is a canvas of vibrant prints and flowing fabrics, designed for the woman who walks her own path. Be bold. Be art. Discover the collection through the link in our bio. #SherwalStyle #WearYourStory #BohoChic
• •Life’s too short for boring clothes. At Sherwal, we disrespect the conventional. We blend timeless Egyptian heritage with a free-spirited, bohemian soul. Find the perfect piece that feels like you—comfortable, confident, and utterly unique. Shop now and embrace your inner artist.
• •The Original Sherwal: Redefined. This isn’t a trend; it’s a statement of freedom. Our signature sherwal pants are crafted from breathable, premium linen for a fit that flows with you. The unique print tells a story of faraway places and creative dreams. Perfect for a desert sunset or a city adventure. Pair with confidence.
• •Our Story: From a Passion Project to an Egyptian Pride Brand. Sherwal started with a simple love for a timeless piece of clothing and a dream to break free from the ordinary. Today, we craft collections that blend vibrant, artistic prints with chic, comfortable materials. We’re more than a brand; we are a celebration of individuality, proudly made in Egypt.
• •Why blend in when you were born to stand out? Conventional has never been our style. We believe in the power of a bold print, the freedom of a perfect fit, and the pride of our Egyptian roots. Join a community of women who choose to express, not just impress. Explore our world.