Brand Tone

Informative & Educational, Lifestyle-oriented & Aspirational, Problem-solving & Reassuring, Friendly & Approachable, Innovative & Modern

Brand Values

• •Health & Well-being
• •Innovation & Practicality
• •Comfort & Freedom
• •Style & Quality
• •Customer-centricity (implied)

Best Practices

• •Focus on Benefits, Explain the 'How': Always highlight what the customer gains (even tan, comfort, Vitamin D, no sticky sunscreen) but briefly explain the innovative fabric technology in simple terms (UV-permeable, filter-like).
• •Maintain an Empowering & Positive Voice: Frame the product as a smart, healthy, and liberating choice for enjoying the sun, rather than focusing on negative aspects of sun exposure.
• •Incorporate Lifestyle and Aspiration: Use language and imagery that connect the products with enjoyable activities, travel, and a sense of well-being. Show, don't just tell, how it fits into a desirable lifestyle.
• •Be Authentic and Relatable: Share the brand story, highlight local production where applicable, and use customer testimonials or collaborations to build trust and connection.
• •Educate Gently: Provide informative content (like blog posts or FAQs) about responsible sun enjoyment and how the products work, positioning the brand as a knowledgeable resource. Avoid overly technical jargon in marketing copy.

Social Perception

Innovative Solution, Health-conscious Choice, Niche Product, Quality and Trust (local context), Associated with Lifestyle

Copy Examples

• •Headline: Tan Smarter, Not Harder. Our UV-permeable wear lets you soak up the good vibes (and a gentle glow) while you live your best life. No more awkward tan lines, just effortless radiance. Body: Discover the freedom of Smarttan clothing. Lightweight, breathable, and quick-drying, it’s your secret to a natural, all-over tan without even trying. Perfect for beach days, a stroll in the park, or your next sunny adventure.
• •Headline: Love the Sun? So Does Your Skin (Sensibly!). Body: Smarttan’s innovative fabric acts like a filter, letting through just enough sunshine for a healthy-looking glow and vital Vitamin D, while helping to protect you from overexposure. It’s the sun-kissed look, simplified.
• •Headline: Your Sunscreen Alternative is Here. And it's Fabulous. Body: Tired of sticky lotions? Our UV-permeable clothing offers a new way to enjoy the sun. Get a gentle, even tan while staying comfortable and stylish. Plus, many of our unique designs are proudly made in Estonia!
• •Headline: From Family Need to Your New Summer Essential. Body: Born from a desire for a better way to enjoy the sun, Smarttan offers innovative tan-through clothing that’s as practical as it is beautiful. Experience the story and the comfort for yourself.
• •Headline: Get Your Glow On, The Estonian Way. Body: Smarttan brings you uniquely designed UV-permeable apparel, perfect for our Nordic summers and sunny getaways. Quick-drying, incredibly light, and designed to help you achieve a beautiful, natural tan. Feel the difference.