Dearfoams

Brand Foundations

• Purpose: To deliver uncompromising comfort and style for everyday life.
• Vision: A world where comfort is never sacrificed for style.
• Mission: Design footwear and lifestyle products that combine premium materials, thoughtful design, and accessible luxury.

Brand Architecture

• Essence: Comfort you can count on.
• Positioning: The original comfort brand, offering stylish, versatile footwear for home and beyond.
• Personality Traits: Cozy, confident, classic, inclusive, and practical.
• Reasons to Believe:
  • Founded in 1947 by Florence Melton.
  • Largest slipper brand globally.
  • Known for shearling, suede, and breathable materials.
  • Sold at leading retailers and direct-to-consumer.

Core Brand Values

1. Comfort First – Prioritize softness, warmth, and wearability.
2. Accessible Luxury – Premium materials at affordable prices.
3. Versatility – Designed for indoor and outdoor wear.
4. Heritage & Innovation – Rooted in tradition, evolving with trends.
5. Family & Togetherness – Products that bring people together.

Photography Guidelines

• Lifestyle: Warm, candid shots featuring families and cozy moments.
• Product: Editorial-style close-ups highlighting texture and materials.
• Still Life: Seasonal props and layered compositions to evoke warmth and utility.

Casting & Styling

• Diverse models aged 30–50.
• Natural makeup and relaxed styling.
• Emphasis on relatable, everyday scenarios.

Tone of Voice

• Warm: Friendly and inviting.
• Confident: Clear and assured.
• Witty: Light humor used sparingly.
• Conversational: Approachable and casual.

Writing Mechanics

• Use contractions and active voice.
• Avoid jargon and overly technical language.
• Speak directly to the customer.
• Use emojis sparingly in social and email subject lines.
• Avoid trendy or exclusive language.

Messaging Do’s & Don’ts

Do:

• Highlight comfort and quality.
• Use seasonal storytelling (e.g., “Slip into Summer”).
• Align messaging with gifting and family moments.
• Keep copy concise and benefit-driven.

Don’t:

• Overuse humor or emojis.
• Focus solely on features without customer benefit.
• Use stiff or overly formal language.

Typography

• Primary Fonts: Serif for headlines (e.g., Playfair), Sans-serif for body (e.g., Inter).
• Promo Fonts: InterTight Medium/Bold.
• Hierarchy: Defined for headlines, subheaders, CTAs, and captions.

Color Palettes

• Primary: Warm neutrals (Bone, Black, White).
• Seasonal Accents: Burgundy, Slate Blue, Oat.
• Promotional: Bright Pink, Citrus, Periwinkle.

 Visual Identity

• Logo: Classic serif wordmark.
• Placement: Maintain clear space and legibility.
• Misuse: Avoid distortion, drop shadows, or off-brand colors.