Solmi

social copy, brand voice guide (spec)

Solmi is a spec skincare brand bridging Asian and European skincare through sleek formulas, and connecting to its audience with playful, dreamy messaging.

I created Solmi's Brand Voice Guide to demonstrate its brand essence and the different tones of voice used across its forms of communication. While its social copy speaks to younger audiences with relatable, consumer-relevant statements and a mix of cheeky and sensorial tones, its product packaging and product pages lean informative and descriptive with some textural and olfactory language.

Solmi's voice, though differentiated in tone to meet various messaging needs, stays true to its core personality, one that is equal parts playful, whimsical, and conversational.