Brand Tone

Whimsical & Magical, Artisanal & Handcrafted, Bohemian & Free-Spirited, Empowering & Celebratory

Brand Values

• •Individuality & Self-Expression
• •Craftsmanship & Quality
• •Creativity & Artistry
• •Slow Fashion & Mindful Consumption
• •Connection to Nature & Fantasy

Best Practices

• •Embrace Whimsical Language: Use evocative and descriptive words that conjure images of fantasy, magic, and the ocean (e.g., "enchanting," "mystical," "shimmering," "sea-kissed," "ethereal").
• •Highlight Handcrafted Quality: Consistently mention the "handmade" nature, "artisanal," "made with love," and the "slow fashion ethos" to reinforce the value of craftsmanship and care.
• •Speak to Individuality: Use language that empowers self-expression and uniqueness. Phrases like "express your inner self," "one-of-a-kind," "your unique story" will resonate with the target audience.
• •Maintain an Uplifting and Positive Voice: The tone should be inspiring, celebratory, and dreamy. Avoid overly technical or mundane language. Focus on the joy and transformation the products bring.
• •Connect with Nature and Bohemian Values: Weave in references to natural elements (shells, crystals, ocean), and the free-spirited, festival-loving lifestyle. Use terms like "wild heart," "bohemian spirit," and "earthly treasures."

Social Perception

Unique & Eye-Catching, Artistic & Well-Crafted, Transformative & Fun, Associated with Specific Subcultures/Events, Potentially Pricey but Worth It for Special Occasions

Copy Examples

• •Headline: Unleash Your Inner Sea Goddess. Body: Dive into a dream with Summers Dreaming Mermaid Crowns. Each handcrafted crown is a unique treasure, made with love and ocean magic, just for you. Perfect for festivals, bridals, or any day you want to feel extraordinary. *Become the legend you are.* Call to Action: Create Your Crown or Shop Ready-to-Ship.
• •Headline: Handcrafted Magic. Ethically Made. Body: At Summers Dreaming, we believe in beauty that's kind. Our mermaid crowns are lovingly handmade to order in Byron Bay, embracing a slow fashion ethos. Adorn yourself with sustainably sourced crystals and vintage jewels. *Wear your magic, consciously.* Call to Action: Discover Our Collections.
• •Headline: For the Wild Hearts & Bohemian Souls. Body: Summers Dreaming Mermaid Crowns and festival wear are designed for those who dance to their own rhythm. Inspired by 70s freedom and the mystical allure of the ocean, our pieces are for making unforgettable memories. *Dare to dream.* Call to Action: Explore Festival Wear.
• •Headline: Your Dream Crown Awaits. Body: Have a unique vision? Our 'Create A Crown' service lets you design a bespoke mermaid crown, perfectly matching your style and story. Choose your shells, crystals, and colours – let us weave your dream into reality. *Your fantasy, our craftsmanship.* Call to Action: Design Your Custom Crown Today.
• •Headline: Celebrate Your Radiance. Body: Inspired by the strength and beauty of women, our La Femme Mermaid Crowns are a tribute to all that you are. Each piece is a handcrafted symbol of empowerment and grace. *Shine bright, mermaid queen.* Call to Action: Shop the La Femme Collection.