Brand Tone

Encouraging, Calm, and Minimalist

Brand Values

• •Self-Assurance and Resilience
• •Simplicity
• •Comfort

Best Practices

• •Lead with Empathy: Always frame your copy from a place of understanding. Use gentle, reassuring, and supportive language that acknowledges life's challenges without being overly sentimental. Phrases like "For days when you need it most" or "Your daily dose of calm" will resonate.
• •Embrace Minimalism: Keep your sentences clear, concise, and direct. Avoid jargon, hype words ("amazing," "incredible"), and overly complex descriptions. Let the simple, powerful message of "You'll B Fine" stand on its own.
• •Focus on "Feeling" over "Features": While you should mention that your hoodies are soft, the primary selling point is the feeling of comfort and reassurance they provide. Connect the physical comfort of the clothing to the emotional comfort of the brand's message.
• •Maintain a Consistent, Quiet Voice: Your brand isn't shouting for attention. The copy should reflect this with a calm, steady tone. Use lowercase in headlines for a softer feel where appropriate and avoid excessive exclamation points or capitalization.
• •Tell a Story of Resilience: Every piece of copy is an opportunity to reinforce the brand's core value. Use storytelling in your captions and descriptions that center on small, personal moments of overcoming, finding peace, or simply getting through the day. This builds a deeper connection with your audience.

Social Perception

Undefined and Neutral

Copy Examples

• •Some days, you just need a reminder. For the quiet moments and the tough ones, we've got you covered. #YoullBFine
• •A little reminder to carry with you. Simple, comfortable apparel for every day's journey.
• •It's more than just a t-shirt; it's a quiet promise to yourself. Made from 100% soft-spun cotton for a comfortable fit that feels like a hug. Wear it as your personal reminder that no matter what, you'll be fine.
• •Find Your Calm. Life gets complicated. Your wardrobe shouldn't be. Discover You'll B Fine—apparel designed to be as comforting as its message. Shop our collection of minimalist hoodies and tees.
• •A little comfort, delivered to your inbox.