Brand Tone

Sophisticated & Contemporary, Aspirational & Experiential, Quality-Focused & Confident, Direct & Understated, Slightly Introspective

Brand Values

• •Quality & Durability
• •Contemporary Aesthetics & Design
• •Utilitarianism & Functionality
• •Craftsmanship
• •The Journey/Experience
• •Mexican Heritage
• •Creativity
• •Authenticity & Timelessness

Best Practices

• •Embrace Understated Confidence: Let the quality and design of the products speak for themselves. Avoid hyperbole or overly aggressive sales language. The tone should be assured but not arrogant.
• •Prioritize Clarity and Conciseness: Use clear, straightforward language. Get to the point while maintaining an element of sophistication. Avoid jargon or overly trendy slang that can quickly date the brand.
• •Infuse the "Journey" Philosophy: Subtly weave in the brand's value of experiences and the journey. This can be done through storytelling, focusing on how products accompany users through different phases or adventures in life.
• •Maintain Visual and Textual Harmony: Ensure that the copy style aligns with the minimalist, high-quality visual identity of the brand. The language should feel as clean and considered as the product designs.
• •Speak to Lasting Value, Not Fleeting Trends: While contemporary, the brand emphasizes durability and timelessness ("envejecer con nosotros"). Copy should reflect this by focusing on enduring style and long-term utility rather than momentary fads.

Social Perception

A premium (or near-premium) Mexican brand focused on durable, stylish, and functional items for individuals who appreciate design and longevity in their possessions.

Copy Examples

• •Headline (Backpack): Crafted for the Journey. Designed for Life. Body: More than a bag, it's a companion for every step. Our [Product Name] backpack combines durable materials with a timeless aesthetic, ready for your daily commute or your next horizon. Built to last, and to tell your story.
• •Social Media Post (Wallet): Simplicity in Hand. Quality Within. Caption: The essentials, refined. Our [Product Name] wallet is meticulously crafted from premium leather, designed to age beautifully alongside your experiences. Discover enduring style. #FrequentFlyerMX #BuiltToLast #ContemporaryDesign
• •Email Subject (New Collection): New Arrivals: Utility Meets Modernity. Body: Explore the latest from Frequent Flyer MX – a collection where purposeful design and contemporary style converge. Each piece is created with our commitment to quality and durability, ready to become an essential part of your everyday.
• •Product Description (Travel Duffel): Your Next Escape, Effortlessly Carried. The [Product Name] Duffel: Spacious enough for your adventures, thoughtfully designed for seamless travel. High-quality construction ensures it withstands the rigors of the journey, while its clean lines reflect a modern sensibility. Travel well, travel often.
• •Brand Story Snippet (About Us Page): We are Frequent Flyer MX. We believe in objects that endure, that become part of your narrative. Our contemporary utilitarian goods are crafted in Mexico, designed not just for where you're going, but for everything in between. It’s not just about the destination; it’s about the journey.