Brand Tone

empowering, modern, and technical

Brand Values

• •Quality and Performance
• •Sustainability and Transparency
• •Style and Functionality
• •Inclusivity and Community

Best Practices

• •Lead with Performance, Follow with Style: Always ground the copy in the technical benefits and quality of the product (e.g., 'seamless,' 'moisture-wicking,' 'supportive'). Then, connect these features to the stylish and empowering feeling the customer will experience.
• •Embrace the 'Empowering' Voice: Use active, strong verbs and a motivational tone. Frame the products not just as clothes, but as gear that helps the customer achieve her goals (e.g., 'fuels your workout,' 'supports your ambition').
• •Be Transparent about Technology and Sustainability: Don't be shy about mentioning technical details like yarn suppliers (Fulgar) or the eco-friendly production process. This builds trust and reinforces the brand's core values.
• •Maintain a Clean, Modern Lexicon: Use clear, concise, and contemporary language. Avoid overly complex jargon but don't oversimplify the technical aspects that set the brand apart. The tone should feel as clean and minimalist as the Scandinavian-inspired designs.
• •Amplify the Community: Integrate user-generated content testimonials and phrases into the copy. Use language that fosters a sense of belonging, such as 'Join the Famme family' or 'See how our community moves,' to make customers feel like part of an inclusive, active lifestyle.

Social Perception

Famme is perceived as a high-quality, stylish, and innovative European activewear brand. Customers generally hold a positive view, associating the brand with comfort, flattering designs, and good value for the price. The focus on seamless technology and sustainability resonates well with modern consumers who value both performance and ethical production. However, the primary negative perception relates to sizing inconsistencies. Some customers find the fit, especially around the waist, to be too tight and less accommodating for different body shapes.

Copy Examples

• •Engineered for your ambition. Our new Vortex Seamless Leggings combine sustainable, high-performance yarn with a design that moves with you, not on you. From the track to your triumphant finish, we're with you every step of the way. #Famme #UnleashYourPotential #SeamlessPerformance
• •Style That Works as Hard as You Do. Tired of choosing between fashion and function? Famme activewear is crafted with advanced seamless technology and eco-friendly materials to support your every move. Shop the collection and feel the difference.
• •Beyond the Workout. Discover activewear that blends Scandinavian design with technical innovation, created to empower your active life.
• •Your new second skin has arrived. Seamless, sustainable, and designed to perform. Explore our latest arrivals and elevate your workout wardrobe.
• •Meet the Apex Seamless Bra: your ultimate partner for support and style. Made from buttery-soft, moisture-wicking yarn from our partners at Fulgar, this bra offers medium support with total freedom of movement. Its minimalist design and clean lines ensure you look as good as you feel, whether you're in the studio or on the go. Seamless. Sustainable. Supportive.