Brand Tone

Comforting, Elegant, Reassuring, approachable, feminine, playful, and energetic for specific lines.

Brand Values

• •Quality & Durability
• •Comfort
• •Ethical & Sustainable Practices
• •Customer-Centric Service
• •Timeless & Accessible Style

Best Practices

• •Lead with the Feeling: Start copy by evoking the feeling of comfort, relaxation, or elegance. Use sensory and emotive words (e.g., "soft," "gentle," "unwind," "luxurious," "serene") before diving into product features.
• •Always Highlight the Fabric: The commitment to quality materials is a key value. Always mention the specific natural fabric (e.g., "100% Cotton," "Soft Bamboo Blend," "Breathable Viscose") as a primary selling point.
• •Maintain a Reassuring Tone: Use a gentle, confident, and caring voice. Frame purchases as an investment in self-care and long-lasting quality. Phrases like "Sleep soundly knowing..." or "Designed to be cherished" reinforce this.
• •Connect Design to a Benefit: Don't just list features; explain their purpose. For example, instead of "A-line fit," say "A flattering A-line fit that drapes beautifully for ultimate comfort."
• •Segment the Tone for Sub-Brands: While the core values of quality and care are consistent, adapt the tone for each brand. Keep Magnolia Lounge focused on elegance and comfort, and let Young Spirit embrace energy, fun, and storytelling. This ensures clear communication for different product lines and audiences.

Social Perception

High-Quality and Comfortable Products; Excellent Customer Service; Trustworthy and Reliable; Good Value for Money.

Copy Examples

• •Slip into a world of softness. Our 100% pure cotton pyjamas are designed not just for sleep, but for the peaceful moments in between. Feel the day melt away. #MagnoliaLounge #PureComfort
• •Breathe easy, sleep deeply. Discover our collection of sleepwear crafted from natural, breathable fabrics like bamboo and viscose. It’s not just sleepwear; it’s a nightly ritual for your well-being.
• •Style that never sleeps. Our latest collection of classic nighties and robes blends timeless elegance with unparalleled comfort. Beautifully designed in Melbourne to be cherished for years to come.
• •The epitome of bedtime luxury. Our Twilight Floral Pyjama Set is expertly crafted from a soft-brushed cotton viscose, feeling gentle and warm against your skin. Featuring a classic button-front shirt and functional drawstring pants, this set is designed for a perfect, comfortable fit, night after night. Ethically made and built to last.
• •Your next adventure is calling! Pack your essentials in our Alice in Wonderland crossbody bag. Durable, washable, and full of playful charm, it’s the perfect companion for adding a little fun to your travels.