Sirena del Sol

Intent of the Story & Strategic Communication Purpose:

The purpose of this story is to position Sirena del Sol, a sustainable Miami-based swimwear brand, as a champion of confidence, cultural pride, and self-expression for young women. The story uses emotional branding, narrative persuasion, and visual storytelling to strengthen brand identity and resonate with Gen Z and young millennial consumers.

Strategically, the story aims to:

Build brand affinity by portraying Sirena del Sol as a lifestyle, not just a product.
Communicate authenticity by grounding the story in Miami culture and Cuban-American identity.

Message of the Story & Intended Audience

Core Message

“Your confidence is your tide, and Sirena del Sol rides alongside you.”

Intended Audience

Demographics

Women aged 18–30
College students, young professionals
Middle-income
Miami/South Florida-based, with global Latinx appeal

Psychographics

Values authenticity, cultural connection, and self-expression
Loves fashion and lifestyle content
Enjoys travel, beach life, and social outings
Spends time on Instagram, TikTok, and Pinterest
Engages with influencers who promote confidence + community

Introducing to Lilah, a 24-year-old Cuban-American student living in Biscayne Bay. She adores the beach, yet stepping into swimwear has never felt empowering. Nothing she buys seems to represent her background, her body, or the woman she’s growing into. Her relationship with swimwear feels distant, almost as if she’s trying on someone else’s story instead of her own.

As Swim Week approaches, Lilah wants to show up feeling comfortable and confident with her friends. But every swimsuit she tries only deepens her frustration.
She scrolls online, flipping through images of overly edited models wearing suits that feel disconnected from real girls she knows — girls with curves, culture, and personality.

In a quiet moment, she questions whether confidence is something she simply wasn’t meant to have.

While exploring a market in Wynwood, Lucia stumbles across a booth bursting with ocean blues, warm corals, and bold patterns. It’s Sirena del Sol — a brand inspired by Caribbean waters, Latinx roots, and expressive color. Drawn in, she tries on one of the suits. When she faces the mirror, something shifts.
For the first time, she sees not the person she’s supposed to be — but the person she truly is.

Lilah wears the swimsuit to the beach the next day. Her friends cheer her on as she laughs, runs into the water, and lets the waves carry her. She films playful moments, jumps through the surf, and feels grounded yet free as if the suit is holding space for the most confident version of her. Her joy becomes magnetic, spilling onto everyone around her.

That evening, Lucia shares a photo from the day: hair messy, sun-kissed skin, huge smile.
Her caption reads

“Found my tide.”

Sirena del Sol becomes woven into her journey a symbol of confidence, culture, and authenticity. Her story becomes the brand’s message: being seen creates confidence, and confidence creates transformation.