Brand Tone

Approachable and Friendly, Informative and Empowering, Inclusive and Body Positive, Modern and Stylish, Supportive and Community-Oriented

Brand Values

• •Customer-Centricity & Service
• •Inclusivity
• •Empowerment through Education
• •Quality Curation & Style
• •Comfort and Practicality without Sacrificing Style
• •Desexualized Shopping Environment
• •Sustainability
• •Adaptability and Innovation

Best Practices

• •Always Prioritize the Customer's Comfort and Confidence: Frame all communication from the perspective of making the customer feel at ease, understood, and empowered. Avoid jargon or overly technical language unless clearly explained.
• •Be Informative and Educational, Not Prescriptive: Share knowledge about fit, fabrics, and styles in a helpful, guiding way. The goal is to empower her to make her own choices, not to dictate what she "should" wear.
• •Maintain a Warm, Approachable, and Slightly Playful Voice: Use welcoming language. Don't be afraid of a little humor or warmth (like the term "Pant Patrol") where appropriate, but always remain professional and respectful.
• •Emphasize Inclusivity in Language and Imagery: Ensure that copy speaks to a diverse range of women, body types, and needs. Avoid language or visuals that could be perceived as exclusive or stereotypical.
• •Be Authentic and Transparent: Share the brand's story, values (like supporting female-founded brands or sustainability efforts), and the "why" behind what you do. This builds trust and a genuine connection with the audience.

Social Perception

Trusted Experts, Welcoming and Non-Intimidating, High-Quality and Stylish Offerings, Inclusive and Understanding, Innovative and Forward-Thinking, Community Focused

Copy Examples

• •Headline: Finally, Bra Shopping You'll Actually Look Forward To. Body: Tired of unflattering lights and confusing sizes? At The Pantry Underwear, we're all about making you feel comfortable, confident, and completely understood. Our friendly Pant Patrol is here to guide you to your perfect fit, no judgment, just joy. Book your free in-store or virtual fitting today!
• •Headline: Your Body, Your Rules, Your Perfect Underwear. Body: We believe finding underwear that fits beautifully and feels amazing shouldn't be a mystery. That's why we offer an inclusive range of sizes and styles, from everyday essentials to those special little somethings. Discover brands you'll love and advice you can trust.
• •Headline: More Than Just Underwear, It's a Confidence Boost. Body: It's amazing what the right fit can do! Our expert fitters are passionate about helping you find underwear that not only looks fantastic but makes you feel incredible from the inside out. Let's find your feel-good fit together.
• •Headline: Meet Your New Lingerie Drawer Heroes. Body: We've handpicked the best in comfort, style, and quality from inspiring female-founded brands and trusted names alike. Plus, explore our very own collection, designed with your feedback in mind! Because you deserve underwear that works as hard as you do (and looks great doing it).
• •Headline: Join the Conversation: Underwear, Understood. Body: From finding the perfect t-shirt bra to navigating maternity and beyond, we're here for all of it. Tune into our 'Changing Room Chats' podcast or pop in for a friendly chat. We're more than a shop; we're your supportive community.