Brand Tone

Passionate, authentic, and community-focused. Personal and approachable, largely due to direct involvement and transparent communication. Language is inclusive, whimsical, and reflects Canadian pride.

Brand Values

• •Creativity and Artistry
• •Quality and Functionality
• •Community and Inclusivity
• •Authenticity and Transparency
• •Environmental Consciousness

Best Practices

• •Embrace the "Mer-language": Consistently use whimsical and on-brand terminology like "merfolk," "pod," "fishes," and "siren" to reinforce the brand's unique identity.
• •Tell a Story: Infuse product descriptions and social media posts with the brand's origin story and Courtney's personal journey to create an emotional connection with the audience.
• •Highlight Canadian Roots: Emphasize that products are "Made in Canada" to appeal to national pride and to signal quality craftsmanship.
• •Foster Community Engagement: Encourage user-generated content, host Q&As with Courtney, and actively engage with comments and messages to maintain a strong community feel.
• •Be Transparent and Authentic: Continue to share behind-the-scenes content, including the creative process and the challenges of running a small business, to maintain the brand's authentic and trustworthy voice.

Social Perception

Highly regarded within the mermaid community as a go-to source for high-quality, custom-designed fabric mermaid tails and apparel. Courtney is seen as a respected figure and artist. The brand's credibility is solidified through collaborations with influencers, and customers show strong loyalty and act as enthusiastic brand advocates.

Copy Examples

• •Unleash your inner siren. Our 'Shellusion' tops are designed for comfort and magic, so you can make waves without leaving a trace. #EcoMermaid #ShopVancouverMermaid
• •From a dream to the deep blue. Every stitch of our Canadian-made mermaid tails carries a story of passion and creativity. What story will you tell? #MermaidLife #MadeInCanada
• •Join the pod! Our vibrant leggings are perfect for land and sea adventures. Tag a friend you'd go on a mermaid quest with! #Merfolk #Community
• •The ocean is calling. Answer with our latest collection of dazzling swim tops and bottoms, designed by a mermaid, for mermaids. #MermaidVibes #NewArrivals
• •Feel the magic in every fiber. Our custom-designed fabrics are made to move with you, from your first flip to your deepest dive. #FabricMermaidTail #SwimInStyle