Brand Tone

gentle, aspirational, and feminine, communicating in a soft, encouraging, and friendly manner, consistently positive and focused on feelings of well-being.

Brand Values

• •Comfort
• •Self-Care and Well-being
• •Femininity
• •Quality

Best Practices

• •Use Emotive and Sensory Language: Focus on words that evoke feelings of comfort, softness, and peace. Use descriptions that appeal to the senses—e.g., "silky-smooth fabric," "a gentle hug," "whisper-soft."
• •Speak Directly to Her: Address the customer in a personal and encouraging tone. Use "you" and "your" to make the message feel like a one-on-one conversation with a supportive friend.
• •Frame Rest as a Ritual, Not an Indulgence: Position the products as essential tools for a healthy, balanced lifestyle. Talk about creating "rituals," "routines," and "moments" for self-care, which frames rest as a productive and necessary activity.
• •Maintain Visual and Textual Harmony: Ensure the copy always aligns with the soft, clean, and feminine visual identity of the brand. The gentleness of the words should match the gentleness of the images.
• •Be Consistently Positive and Aspirational: All communication should be uplifting. Avoid language that creates urgency or stress. Instead, inspire customers with a vision of a more restful and beautiful life, positioning Sleeping Club as their partner in achieving it.

Social Perception

Sleeping Club is perceived positively, noted for the comfort and design of its pajamas. It is seen as a provider of high-quality, aesthetically pleasing loungewear that makes customers feel good. The brand's focus on self-care resonates well, with products viewed as tools for relaxation and personal time, fostering a connected community.

Copy Examples

• •Press pause and wrap yourself in a moment that is just for you. Our new pajama set isn't just about softness—it's about giving yourself the gift of rest. Because your well-being deserves to be a priority. ✨ #SleepingClub #SelfCareSunday
• •Meet your new favorite ritual. Made from the softest breathable fabric, this robe was designed for slow mornings and peaceful evenings. Its elegant drape and gentle touch on the skin are a daily reminder to cherish your quiet moments. Slip it on and let the day's worries melt away.
• •Inside: Your Weekly Invitation to Unwind
• •You deserve comfort that feels like a hug. At Sleeping Club, we create more than just pajamas; we create experiences. Discover our collection of beautifully designed loungewear and turn your downtime into a self-care celebration. Shop now for a better rest.
• •Your Sanctuary of Comfort. Welcome to Sleeping Club, where every piece is designed to make you feel at home in yourself.