Brand Tone

Casual, Confident, and Comfort-focused.

Brand Values

• •Quality and Comfort
• •Style and Vibrancy
• •Accessibility
• •Sustainability

Best Practices

• •Always anchor the copy in the core value of comfort. Use sensory words that evoke the feeling of the fabric (e.g.,
• •breathable,
• •lightweight,
• •cozy ,).
• •Never let comfort sound boring. Pair comfort-focused words with style-focused words like
• •vibrant,
• •trendy,
• •charismatic,
• •and
• •stylish ,
• •to reinforce the brand’s dual promise.
• •Write as if you're offering a friendly recommendation. Use contractions (like
• •you ,
• •and
• •it ,
• •) and speak directly to the customer (
• •your new favorite,
• •upgrade your downtime ,).
• •Subtly remind customers of the quality and durability they are getting for the price. Phrases like
• •wardrobe essential ,
• •and
• •built to last ,
• •can communicate longevity and smart purchasing.
• •Ensure the tone, from the website's
• •About Us ,
• •page to the shortest social media caption, feels like it's coming from the same brand personality. Create a simple guideline document with key brand phrases and values to share with anyone writing for the brand.

Social Perception

Largely positive, viewed as a reliable source for comfortable and stylish loungewear at a reasonable price, often praised for soft materials and fit, though some concerns exist regarding long-term fabric durability and color fading.

Copy Examples

• •Weekend mode: activated. Our new collection is all about redefining relaxation. Made with breathable cotton for a luxurious feel, because your downtime deserves an upgrade. Who said comfort couldn't be charismatic? #UrbanScottish #LoungeInStyle #ComfortRedefined
• •Finally, Boxers That Feel as Good as They Look. Tired of choosing between comfort and style? Urban Scottish delivers both. Experience our super-soft, vibrant collection and make every day feel a little more luxurious. Shop now for 20% off your first order.
• •Your Exclusive First Look at Our Coziest Collection Yet. Psst... new lounge pants just dropped. Get ready to embrace ultimate comfort.
• •The Perfect Blend of Playful and Practical. Meet your new favorite shorts. Whether you're conquering your to-do list or kicking back for a movie marathon, our 100% cotton lounge shorts are designed for it all. With a relaxed fit, convenient side pockets, and a print that pops, you’ll bring a touch of vibrant style to your everyday comfort.
• •Style That Stays In. Comfort That Stands Out. Discover the Loungewear You'll Live In.