Brand Tone

aspirational, serene, and empowering

Brand Values

• •Mindful Living
• •Comfort & Quality
• •Timeless Elegance
• •Self-Empowerment
• •Holistic Well-being

Best Practices

• •Use Serene and Evocative Language: Employ words that evoke feelings of calm, comfort, and grace. Phrases like "a gentle whisper," "effortless flow," and "quiet confidence" align with the established tone.
• •Connect to Core Values: Always tie the product back to the brand's values of mindfulness, well-being, and empowerment. Frame clothing not just as items to be worn, but as tools to support a more intentional lifestyle.
• •Maintain a Minimalist Approach: Keep copy clean, concise, and uncluttered. Avoid excessive jargon, exclamation points, or aggressive calls-to-action. Let the photography and the gentle language speak for themselves.
• •Speak to an Empowered Individual: Address the customer as someone who is confident and intentional in her choices. Use empowering phrases like "dress for yourself" and "honor your essence" to reinforce a sense of inner strength.
• •Emphasize Timelessness and Quality: Highlight the longevity and craftsmanship of the pieces. Use terms like "timeless," "foundational," and "enduring style" to position the brand against the backdrop of disposable fashion.

Social Perception

SoulBasics is perceived as a niche, premium brand in the wellness and loungewear market. It appeals to a customer who values aesthetics, quality, and a mindful approach to life. The use of terms like "Old Money Aesthetic" and "Luxury Craftsmanship" on its social platforms suggests it is positioning itself as a sophisticated and high-end label. The brand image is one of quiet luxury and effortless grace.

Copy Examples

• •Introducing the Aura Bodysuit. Designed to feel like a second skin, moving with you through every sun salutation and moment of stillness. It’s more than apparel; it’s a commitment to your comfort and your practice. Embrace the movement.
• •Your wardrobe should be a sanctuary. At SoulBasics, we create timeless, comfortable pieces that honor your well-being. Discover apparel that lets you breathe, move, and simply be. Explore the collection.
• •For quiet moments and graceful days.
• •Effortless Elegance. Mindfully Made. Discover our new arrivals.
• •Our signature Flare Pants are crafted for effortless elegance, whether you're on the mat or on the move. The soft, breathable fabric flows with your every step, offering unparalleled comfort and timeless style. A foundational piece for a life lived with intention.