Brand Tone

Aspirational, serene, sophisticated, encouraging, and community-focused. Language is polished, mindful, and approachable, emphasizing elevated simplicity and intentional living.

Brand Values

• •Quality and Durability
• •Practicality and Versatility
• •Minimalist Aesthetics
• •Community
• •Mindful Movement

Best Practices

• •Prioritize "Elegant Simplicity": Always use clear, refined, and calm language. Avoid overly technical jargon, loud exclamation points, or trendy slang. The voice should feel as clean and minimalist as the clothing designs.
• •Lead with the "Why": Start with the brand's purpose, which was born from a real need. Frame product benefits around the founder’s vision: versatility, quality, and timeless style for a multi-faceted life. This story provides powerful authenticity.
• •Use Sensory and Emotive Words: Incorporate words that evoke feeling and texture, such as "buttery-soft," "serene," "sculpted," "grace," and "effortless." This connects the customer to the physical experience of wearing the apparel.
• •Reinforce Community and Lifestyle: Speak directly to the target audience (Pilates enthusiasts, those with an active lifestyle) and use inclusive language. Position the brand as a partner in their wellness journey, not just a seller of clothes.
• •Maintain Visual and Textual Harmony: Ensure that every piece of copy, from a social media caption to an email subject line, aligns with the brand's serene, neutral, and high-end visual identity. The words and images must work together to tell the same sophisticated story.

Social Perception

Positive, as a premium, boutique activewear label; aspirational yet functional, especially within Pilates and wellness communities. Perceived as high-quality, stylish, and comfortable, with authenticity from the founder's background and recognition from features like British Vogue.

Copy Examples

• •Sculpted for movement, designed for life. Introducing the Aura Set in 'Sand'. Every seam is crafted for comfort and support, moving with you from your morning flow to your evening wind-down. Effortless style that feels as good as it looks. #AgnesAthletica #MindfulMovement #TimelessDesign
• •Headline: The Foundation of Your Movement. Sub-headline: Discover our signature buttery-soft fabrics and timeless designs, created to support every part of your day with grace and strength.
• •Subject: Your New Essentials Have Arrived. Body: Born from a desire for activewear that blends quiet confidence with lasting quality, our latest collection is here. These are the pieces you’ll reach for day after day—versatile, comfortable, and designed to inspire mindful movement. Explore the collection and find the staples that speak to your style.
• •Your active life deserves more than just activewear. It deserves versatile essentials that combine high-performance quality with a minimalist aesthetic. Join the community of women who choose Agnes Athletica for style that supports their purpose. Shop now for free shipping on your first order.
• •Name: The 'Poise' Halter. Description: Elegance in motion. The Poise Halter is thoughtfully designed to offer both support and style, featuring our signature soft-touch fabric that hugs your form. Its flattering neckline and minimalist design make it the perfect piece to transition from studio to street. A timeless essential for the woman who moves with purpose.