Brand Tone

Conscious & Ethical, Minimalist & Understated, Informative & Transparent, Calm & Authentic, Slightly Aspirational but Accessible

Brand Values

• •Sustainability
• •Ethical Production
• •Quality & Durability
• •Timeless Design
• •Transparency
• •Veganism
• •Mindful Consumption

Best Practices

• •Prioritize Value-Driven Language: Always weave in key values like sustainability, ethical production, quality, and timelessness. Instead of just saying "new t-shirt," say "our new GOTS-certified organic cotton t-shirt, fairly made."
• •Embrace Minimalism in Wording: Reflect the "LESS IS MORE" philosophy in your text. Be clear, concise, and avoid jargon or overly elaborate language. Let the quality and ethics speak for themselves.
• •Maintain Authenticity and Transparency: Be honest about your processes and materials. If you're explaining your supply chain, do it in simple, understandable terms. Avoid greenwashing or exaggerated claims.
• •Use a Calm, Confident Voice: The tone should be assured but not arrogant. It's about offering a better, more conscious alternative, not about being exclusive or judgmental. The language should feel inviting and informative.
• •Ensure Visual and Textual Harmony: The clean, minimalist aesthetic of your visuals should be mirrored in your copy. Short sentences, ample white space (in web/email formatting), and a focus on essential information will reinforce the brand identity.

Social Perception

Positive & Respected (among its niche), High-Quality Provider, Trustworthy, Niche Appeal, Seen as a "Slow Fashion" Advocate

Copy Examples

• •Instagram Post (Image: Model wearing a NORMALU organic cotton t-shirt in a serene setting): "Simply essential. Crafted from 100% GOTS-certified organic cotton, our classic tee is designed for timeless comfort and conscious everyday style. Fairly made in Portugal, because how your clothes are made matters. #NORMALU #SustainableFashion #OrganicCotton #EthicalStyle #TimelessBasics"
• •Website Product Description (for a sweater): "Experience enduring warmth with our Signature Knit Sweater. Woven from the finest organic cotton, this piece embodies our 'less is more' philosophy – a versatile staple designed to last beyond seasons. Produced with care in Portugal under fair conditions. PETA-approved vegan."
• •Email Newsletter Snippet (Subject: Invest in Quality, Not Quantity): "This season, choose pieces that tell a story of care. At NORMALU, we believe in the power of beautifully made, sustainable basics that you'll reach for year after year. Discover our latest arrivals, all GOTS-certified and ethically produced."
• •Facebook Ad (targeting users interested in sustainable living): "Tired of fast fashion? Embrace a wardrobe that aligns with your values. NORMALU offers minimalist, high-quality basics made from organic cotton, fairly produced in Portugal, and 100% vegan. Shop consciously. Shop NORMALU."
• •Pinterest Pin Description (Image: Flat lay of several NORMALU items): "Building a sustainable wardrobe starts with versatile, ethically-made essentials. Discover NORMALU: GOTS-certified organic cotton, fair production, PETA-approved vegan. Timeless style, mindfully created. #SlowFashion #CapsuleWardrobe #EthicalFashion #NORMALUStyle"