Brand Tone

Relaxed and Authentic, Warm and Welcoming, Appreciative of Nature and Simplicity, Quietly Confident, Slightly Nostalgic and Playful

Brand Values

• •Quality Craftsmanship
• •Comfort and Durability
• •Timeless Style
• •Connection to Place (Hayama)
• •Community and Lifestyle
• •Authenticity

Best Practices

• •Embrace Simplicity and Clarity: Use clear, straightforward language. Avoid jargon or overly complex sentences. The tone should be as comfortable and easy as the clothes themselves.
• •Evoke the Senses and Lifestyle: Go beyond describing product features. Talk about the feeling of the fabrics, the inspiration from nature (sea, sun, breeze), and the relaxed Hayama lifestyle. Use descriptive words that paint a picture.
• •Maintain Authenticity: Let the genuine passion for quality, craftsmanship, and the Hayama roots shine through. Avoid hype or overly promotional language. The voice should be honest and grounded.
• •Highlight "Made in Japan" and Quality: Consistently reference the Japanese craftsmanship and the quality of materials as a key differentiator and a testament to the brand's values.
• •Foster a Sense of Community and Welcome: Even in online copy, try to convey the warm, welcoming atmosphere of the physical store and the brand's community spirit. Use inclusive language and perhaps share stories that connect with your audience on a personal level.

Social Perception

High-Quality and Well-Made, Comfortable and Easy to Wear, Authentic and Unpretentious, Aspirational Lifestyle, Destination Brand, Trusted and Established

Copy Examples

• •Headline: Feel the Hayama Breeze. Wear the Sunshine. Body: Crafted for comfort, designed for life. Our latest collection, made with soft Japanese fabrics, brings the relaxed spirit of the coast to your everyday. Discover pieces that move with you, effortlessly. Call to Action: Explore New Arrivals
• •Headline: More Than Just Clothes. It's a Feeling. Body: Sunshine+Cloud is woven from the sun, sea, and the slow rhythm of Hayama. Each stitch is a promise of quality, each garment a companion for your journey. Simple, timeless, and made to be loved. Call to Action: Discover Our Story
• •Headline: Your Everyday Escape. Body: Find your calm in the everyday. Our [Product Name, e.g., "Coastal Shirt"] is designed for those moments – easy, comfortable, and a quiet reminder of simpler pleasures. Made in Japan, inspired by life's sunny moments. Call to Action: Shop the Look
• •Headline: Crafted with Care, Close to Home. Body: For 30 years, we've poured our hearts into creating clothing that feels good, inside and out. From carefully selected Japanese textiles to our workshop in Hayama, quality and authenticity guide everything we do. Call to Action: Learn About Our Craft
• •Headline: Sunshine+Cloud: Wear Your Story. Body: Life’s best moments are often the simple ones. Our clothes are designed to be the backdrop to your adventures, big and small. Comfortable, versatile, and ready for wherever the day takes you. Call to Action: Find Your Favorite Piece