Brand Tone

Gentle, serene, and aspirational. The language is soft, inviting, and focuses on feelings of comfort, ease, and understated elegance. It is feminine, encouraging, and centered on well-being, celebrating relaxation and slowing down.

Brand Values

• •Comfort and Quality
• •Femininity and Beauty
• •Mindfulness and Self-Care
• •Ethical Production
• •Celebrating Special Moments

Best Practices

• •Lead with Feeling: Start with words that evoke sensation and emotion (e.g., "soft," "gentle," "serene," "cozy"). Focus on how the customer will feel wearing the product.
• •Use Aspirational Language: Frame products not just as clothing, but as part of a desirable lifestyle. Use phrases like "elevate your ritual," "the art of slowing down," and "moments of self-care."
• •Maintain a Soft and Simple Vocabulary: Avoid overly complex or technical jargon. The language should be as comfortable and accessible as the pajamas themselves.
• •Weave in Core Values: Subtly reinforce brand values in your copy. Mention the "ethical production," the "quality craftsmanship," or the "consciously crafted" nature of the garments.
• •Leverage Customer Voice: Incorporate snippets or themes from positive customer reviews into your copy. Words like "flattering," "super comfy," and "best pajamas I've ever had" are powerful social proof.

Social Perception

Overwhelmingly positive, with customers praising products for exceptional comfort, softness, and beautiful designs. Perceived as a go-to for high-quality, comfortable, and stylish sleepwear, with high customer satisfaction, loyalty, and excellent customer service. Seen as a brand worth the investment, providing luxurious and durable loungewear.

Copy Examples

• •Introducing the Felicity Frill collection. Delicately designed to kiss your skin and elevate your evenings. Discover the art of slowing down in pieces that feel like home. #Piyama #EthicalSleepwear #SlowLiving
• •For you and your bridesmaids. Create unforgettable getting-ready moments in our beautifully soft and photogenic pajama sets. Consciously crafted for your special day. Shop the Bridal Edit.
• •Subject: Your prescription for rest is here. Unwind from the day in the gentle embrace of our latest loungewear. Made from the softest, most breathable cotton, each piece is a promise of pure comfort. You deserve this moment. #SelfCare
• •The Claire Lounge Set is more than just pajamas; it's an invitation to pause. With its relaxed silhouette and impossibly soft cotton fabric, it’s designed for serene mornings and peaceful nights. So comfortable and beautiful, you'll never want to take it off.
• •Tired of pajamas that don't last? Invest in comfort that endures. Our ethically produced sleepwear is crafted from high-quality, durable fabrics that stay soft wash after wash. Feel the Piyama difference.