Brand Tone

inspirational, community-focused, and encouraging

Brand Values

• •Flexibility and Individuality
• •Quality and Functionality
• •Community
• •Passion for an Active Lifestyle
• •Social and Environmental Responsibility

Best Practices

• •Lead with Inspiration, Not Just Information: Frame product announcements and brand messages around the aspirational goal of living a flexible and fulfilling life. Use language that empowers and motivates.
• •Emphasize "Community" and "Togetherness": Regularly use words like "community," "we," "us," and "together" to reinforce the brand's collaborative and inclusive spirit. Encourage user-generated content and feature customers and ambassadors in your marketing.
• •Be Transparent and Authentic: Share the brand's journey, including the challenges and goals, as mentioned in the "About Us" section. This honesty builds trust and a stronger connection with the audience.
• •Maintain a Clean and Passionate Voice: The copy should reflect the Scandinavian design of the products—clean, direct, and purposeful. At the same time, it should convey the genuine passion for an active lifestyle that the brand was founded on.
• •Connect Functionality to Lifestyle: When describing product features, always tie them back to the core value of flexibility. Explain how a specific feature supports a dynamic and multifaceted life, rather than just listing its technical specifications.

Social Perception

As a relatively new brand, FLXS aims to foster a positive and engaged community through its online presence and active solicitation of customer feedback. The brand leverages ambassadors to build credibility and a relatable image. Its focus on a 'flexible lifestyle' is positioned to resonate well with a target audience interested in wellness, fitness, and personal growth.

Copy Examples

• •Your life, your rules, your movement. Our gear is designed to follow you, from the quiet moments of a morning stretch to the powerful finish of your workout. Embrace the flexible lifestyle. #FLXS #FlexibleLifestyle #LifeInMotion
• •Why choose between performance and style? FLXS was created for your dynamic life. High-quality activewear that’s as ready for a new personal best as it is for a coffee with friends. Shop the collection that keeps up with you.
• •Engineered for Performance. Designed for Life. FLXS offers high-quality activewear that blends Scandinavian design with superior functionality. Build a wardrobe that supports every ambition. Welcome to our community.
• •At FLXS, we're building more than just a brand; we're building a community. Your feedback and passion for an active lifestyle inspire everything we do. That's why we're so excited to share our latest collection—designed with your flexible life in mind. Discover new arrivals.
• •The ultimate companion for your flexible lifestyle. Whether you're heading to the gym or escaping for the weekend, this bag is designed for versatility. With a dedicated shoe compartment and multiple pockets for organization, it seamlessly carries everything you need for a life in motion. Functional, durable, and stylish—just like you.