Brand Tone

Supportive & Empowering, Friendly & Approachable, Inclusive & Body-Positive, Knowledgeable & Expert, Resilient & Authentic, Canadian & Family-Oriented

Brand Values

• •Customer Confidence
• •Inclusivity & Body Positivity
• •Quality & Fit
• •Family & Community
• •Resilience & Passion
• •Authenticity

Best Practices

• •Always Emphasize "Feel Good Half Naked": This core philosophy should subtly or overtly permeate all messaging. Focus on the feeling (confidence, joy, comfort) as much as the product.
• •Use Inclusive and Positive Language: Actively avoid exclusionary terms. Celebrate diversity in body types, ages, and lifestyles. Frame swimwear shopping as an empowering, not daunting, experience.
• •Highlight Expertise with Approachability: Talk about "Fit Experts" and the quality of swimwear, but do so in a friendly, helpful, and non-intimidating way. Offer solutions and guidance.
• •Incorporate Storytelling & Authenticity: Share snippets of the brand's Canadian heritage, family roots, and resilience. Encourage and feature user-generated content (#MySwimcoStory) to build community and trust.
• •Maintain a Vibrant and Optimistic Voice: Use language that evokes sunshine, adventure, and happy memories. Keep the tone upbeat and encouraging, reflecting the joy associated with vacations and water activities.

Social Perception

Trusted Swimwear Destination, Experts in Fit, Body Positive Advocate, Resilient Canadian Brand, Quality and Durability

Copy Examples

• •Headline: Find Your Sunshine Confidence. Body: Dive into our new collection and discover swimwear that feels like it was made for you. Our Fit Experts are here to help you #FeelGoodHalfNaked. Call to Action: Shop Now & Embrace Your Radiance!
• •Headline: Every Body is a Beach Body. Body: At Swimco, we celebrate you! Explore stunning swimwear in every size and style, designed for real Canadian bodies and real adventures. Call to Action: Discover Your Perfect Fit Today. #MySwimcoStory
• •Headline: Family Adventures Start Here. Body: From the little dippers to seasoned sun-seekers, outfit the whole crew for unforgettable memories. Quality swimwear for every member of your family. Call to Action: Gear Up for Fun!
• •Headline: 50 Years of Fit, Fun & Feeling Good. Body: We're a Canadian family helping yours find the perfect swimwear for generations. Experience the Swimco difference – expert advice, lasting quality, and styles you'll love. Call to Action: Join the Swimco Family.
• •Headline: More Than Just a Swimsuit. It's a Feeling. Body: It’s the confidence to play, the freedom to relax, and the joy of making memories. Let us help you find the piece that lets your true self shine. Call to Action: What Will Your Swimsuit Say About You? #FeelGoodHalfNaked