Brand Tone

aspirational, feminine, gentle, positive, encouraging, friendly, personal, yet polished and approachable

Brand Values

• •Quality Craftsmanship
• •Slow Fashion
• •Gentleness and Self-Care
• •Authenticity and Small-Scale Operation
• •Simple Elegance

Best Practices

• •Use elegant and evocative language that reflects quality and gentleness, such as "handcrafted," "precision," "soft," "effortless," and "luxurious."
• •Maintain a visually cohesive aesthetic across all platforms, ensuring all visuals align with the brand's clean, feminine, and high-quality feel, using similar lighting, color palettes, and photo styles.
• •Regularly reinforce the brand's 'Handmade in Switzerland' origin story, as it is a key differentiator and adds to the perception of quality and authenticity.
• •Engage with the community personally, maintaining a warm, friendly, and personal tone when responding to comments or messages, and addressing customers by name when possible.
• •Focus on benefits, not just features, highlighting how the product solves a need (e.g., "reduces hair breakage," "prevents creases," "an everyday luxury") to connect with the customer's desire for self-care and quality.

Social Perception

Limited but positive within its niche. The brand is perceived as a provider of high-quality, aesthetically pleasing, handmade goods. The Swiss origin adds a layer of perceived luxury and meticulousness. Its online footprint is small, indicating it is in a growth phase, building its community and social proof, with current customer feedback being scarce but positive.

Copy Examples

• •Softness, simplified. Handmade in the Swiss Alps, our satin scrunchies are designed to be as kind to your hair as they are beautiful. Treat yourself to a little everyday luxury. #TheScrunchyCompany #Handmade #SlowFashion #SatinScrunchy #GentleHairCare
• •From Your Workout to a Night Out. Find your perfect hair accessory. Our Charlotte scrunchy, made from the softest satin, keeps your hair happy and stylish all day long. Shop our handmade collection.
• •The Claire - Lilac Satin. Embrace effortless elegance with The Claire. This beautiful lilac satin scrunchy is handcrafted with precision to glide over your hair, preventing breakage and leaving no creases. It's the perfect finishing touch for any look, embodying the grace and care your hair deserves.
• •A little gift from the Alps... just for you.
• •What goes into one of our handmade scrunchies? Care, quality satin, and a little bit of Swiss mountain air.