Brand Tone

Calm, Authentic, Quietly Luxurious, Friendly, Thoughtful

Brand Values

• •Rest & Restoration
• •Quality & Durability
• •Ethical & Sustainable Production
• •Comfort
• •Thoughtful Design
• •Community/Connection

Best Practices

• •Embrace "Restful" Language: Use words that evoke calm, peace, comfort, and slowness (e.g., unwind, sanctuary, soft, gentle, ease, quiet, mindful, embrace).
• •Maintain Authenticity: Share the brand's story and values genuinely. Acknowledge the imperfections of life and how Wilet aims to provide comfort within that reality. Avoid overly salesy or hyped-up language.
• •Focus on Sensory Details & Benefits: Describe how the products feel (soft, breathable, cool) and the benefits they bring (better sleep, a sense of calm, a sanctuary).
• •Keep it Elegant & Understated: While conveying quality, avoid boastful claims. The luxury should be felt in the quality of the materials and the thoughtfulness of the design, subtly communicated through refined language.
• •Engage with a Gentle, Inclusive Voice: Speak to customers as fellow "Rest Enthusiasts." Foster a sense of community around the shared value of finding peace and comfort in everyday life. Use "you" and "your" to make the copy feel personal.

Social Perception

Positive for product quality and comfort, appreciation for Canadian brand, trusted for rest and well-being, evolving brand identity.

Copy Examples

• •Headline for a new collection: "Wilet: Unwind in a Whisper. Discover our latest collection, crafted for your quiet moments."
• •Instagram caption: "Making room for the simple act of being. Our European linen, softer with every story, every sunrise. How do you find your rest? #WiletHome #RestEnthusiasts"
• •Product description snippet (for linen sheets): "Drift into a deeper calm. Our 100% European flax linen sheets are more than just bedding; they're an invitation to slow down, breathe easier, and rediscover the art of rest. Ethically crafted, designed for your sanctuary."
• •Email subject line: "Your Sanctuary Awaits: The Wilet Guide to Restful Living."
• •About Us snippet: "At Wilet, we believe true rest is a necessity, not a luxury. Born from a desire for comfort and calm, we craft thoughtful home essentials designed to help you create space for what truly matters: your well-being."