Foundations
Voice & Tone
Calm, warm, and quietly confident. Solace speaks the way a great spa feels — unhurried, sensory, and never trying too hard.
Voice principles
- Evocative, not promotional. Describe the feeling of the ritual, not the discount.
- Restrained. Short lines. Generous breathing room. Trust the reader.
- Sensory. Lean on warmth, steam, wood, stone, stillness.
- Human. Warm and personal, never corporate or clinical.
Do & Don't
| Do | Don't |
|---|---|
| "Make space to live well." | "Buy now — limited time offer!" |
| "A quiet kind of luxury." | "The #1 steam shower on the market." |
| "Steam, sauna, and stillness." | "Feature-packed wellness solutions." |
| Six to eight words on an image. | Heavy text overlays and announcements. |
Mechanics
- No italics. Use weight or color for emphasis instead.
- No all-caps for emphasis. Reserve uppercase for small labels only.
- Brand name is "Thermasol" — only the T is capitalized.
- Prevent widows: keep the last two words of a paragraph together.
Approved phrases
- Make space to live well.
- The Original Wellness Company.
- A quiet kind of luxury.
- Steam, sauna, and stillness.