Brand Tone

luxurious, serene, mindful, and aspirational

Brand Values

• •Quality & Luxury: Offering a "new standard of luxury towelling" using premium grade, OEKO-TEX certified organic Turkish cotton. The towels are described as larger, heavier, and more plush than average.
• •Mindful Rituals & Self-Care: Encouraging customers to transform their daily bathing into a mindful practice, an opportunity to "cleanse, pause and reset." The brand emphasizes creating a "day-spa experience" at home.
• •Sustainability & Ethical Sourcing: Using GOTS and Better Cotton Initiative certified organic Turkish Cotton and producing towels using 100% clean energy.
• •Sensory Experience: Focusing on engaging all senses through their products, including scents and textures, to enhance the bathing ritual.
• •Considered Approach: Every aspect, from materials to the customer experience, is thoughtfully curated.

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (luxurious, serene, mindful, aspirational), key messaging themes (ritual, self-care, quality, sustainability), preferred vocabulary (e.g., "ritual," "considered," "sanctuary," "embrace"), and an "avoid" list (e.g., overly casual slang, aggressive sales language).
• •Emphasize Sensory Language: Consistently use descriptive words that appeal to the senses – touch (soft, plush, gentle), sight (serene, earthy tones, minimalist), and smell (calming, aromatic, infuse) – to reinforce the spa-like, ritualistic experience.
• •Maintain Visual Consistency: Ensure all visual content (website, social media, marketing materials) aligns with the luxurious, serene, and minimalist aesthetic, reinforcing the written tone.
• •Focus on the "Why" Not Just the "What": Instead of just describing the products, consistently communicate the *experience* and *feeling* they provide – the opportunity for pause, reset, and mindful indulgence. Connect products back to the core value of enhancing daily rituals.
• •Train and Empower All Communicators: Ensure anyone creating content for the brand (social media managers, customer service, marketers) understands and can consistently apply the brand voice. Provide examples and regular feedback.

Social Perception

premium, high-quality brand that caters to individuals seeking luxury and a mindful approach to self-care

Copy Examples

• •Elevate Your Everyday: Transform your daily shower into a sanctuary of calm. Our YŌLI towels, crafted from the finest Turkish cotton, are more than just a luxury – they're an invitation to pause, breathe, and reset. #YoliHaus #BathingRitual #MindfulMoments
• •The Art of Softness, Sustainably Woven: Indulge in the plush embrace of YŌLI. Ethically sourced organic cotton and a commitment to clean energy mean you can wrap yourself in unparalleled comfort, consciously. Experience the YŌLI difference. #SustainableLuxury #OrganicCotton #YoliTowels
• •Silence the Noise. Calm the Senses. Your YŌLI bathing ritual awaits. From the gentle touch of our towels to the calming aroma of our signature scents, every detail is designed to help you find clarity and rejuvenation in your day. #YoliSelfCare #SensoryExperience #HomeSpa
• •More Than a Towel, It's a YŌLI Moment. Crafted for those who seek quality in every detail and cherish moments of mindful self-care. Discover the weight, the softness, the considered luxury that is YŌLI. #InvestInRest #LuxuryTowels #DailyRitual
• •Gift the Ritual of Serenity. A YŌLI towel set is an embrace of comfort, a whisper of luxury, and a gentle reminder to cherish the quiet moments. Perfect for a loved one, or a well-deserved treat for yourself. #YoliHome #ThoughtfulGifting #LuxuryLifestyle