Brand Tone

Empowering, Friendly & Approachable

Brand Values

• •Empowerment
• •Confidence
• •Comfort
• •Style
• •Performance
• •Individuality ('My Own Way')

Best Practices

• •Use active and encouraging language.
• •Emojis can be used judiciously on platforms like Instagram to enhance this, but the core language should convey genuine friendliness.
• •Weave in keywords and concepts related to comfort, style, confidence, performance, and individuality across all communications.
• •Develop a simple internal guide with do's and don'ts, examples of brand-aligned copy, and key messaging points to ensure everyone writing for the brand stays consistent.
• •This helps maintain uniformity whether it's website copy, social media, or customer service interactions.

Social Perception

The brand aims to be seen as empowering, stylish, and performance-oriented, focusing on activewear that enhances confidence and comfort. It should strive to differentiate itself from unrelated companies with similar names to ensure brand clarity.

Copy Examples

• •YOU DESERVE THIS
• •Diseñado para que te sientas imparable / Designed to make you feel unstoppable
• •Siéntete cómoda y confiada / Feel comfortable and confident
• •Mapi using MOWY Active for Gym Goals
• •ESSENTIAL TOP